Pinkie Campaign - No one thinks big of you
Submitted by pitchseek on Sun, 06/29/2008 - 18:32. 
Website:
http://www.rta.nsw.gov.au/Short Description:
An anti-speeding campaign designed to increase community awareness, targeting young driversSituation:
In NSW Australia, speeding is a factor in about 40 per cent of road deaths each year. This means more than 200 people die each year in NSW because of speeding, governments are always trying to stop these disasters from happening by using different strategies with the intention to keep every driver aware of the dangers of speeding
Strategy:
The aim of the ‘Speeding – no one thinks big of you’ campaign is to make speeding socially unacceptable. The campaigns primary medium was television ads and was launched in June 2007. The ad involved a series of younger drivers speeding in an attempt to show off. They then showed people wiggling their pinkies at the young drivers damaging their ego. the ad finishes with the campaign slogan; "no one thinks big of you".
Results:
76 per cent of people surveyed believed the campaign increased community awareness about speeding and understood the campaign’s clear anti-speeding message. A survey, commissioned by the RTA’s NSW Centre for Road Safety, found that 53 per cent of the general population and 53 per cent of young males (17-25 years) said that they would be more likely to comment on someone’s driving as a result of seeing the ‘Pinkie’ campaign. Roughly the same amount believed the campaign had an effect in encouraging young male drivers to obey the speed limit. Overall the campaign has had strong results and is currently still operating.
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Fantastic Campaign
I think this campaign is fantastic.
Highly effective, and targets the teenage male demographic who statistically are most susceptible to horrific road accidents.
These teenagers are also just coming of age and therefore sensitive about 'sexual' issues, so coupling the two together makes for a powerful antidote towards speeding.
Sexist and Offensive
Feminists complain alot about how the advertising images are sexist and demaining toward women, but this ad strikes me as pretty sexist and offensive to men. Do you realize how much outrage there would be over a government ad campaign that ridiculed female motorists with small (or saggy, or otherwise imperfect) breasts? Why should it be any more acceptable to ridicule a man over the size of his penis? It's not as if a man's penis size is something that's in his control. And it's not as if speeding or bad driving is something only men do - I've encountered plenty of obnoxious drivers over the years of both genders.