Motorists urged to 'Stop it... or cop it' in Transport for NSW's newly launched campaign via Banjo

NSW_Transport-Stop-it-Cop-It_FB-LinkAd_1200x628 (1).jpgIn the lead-up to the busiest time of year on the state's roads, the NSW Government is urging motorists to re-think their driving behaviour with the launch of its latest enforcement campaign: Stop it...Or Cop it via Banjo.

Minister for roads, maritime and freight Melinda Pavey and minister for police Troy Grant have today launched the campaign designed to deter motorists from taking risks and encourage them to take greater responsibility for their on-road actions.

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Pavey said at a time when most of us look forward to enjoying time with friends and family, we need to prioritise safety, be vigilant, follow the road rules and drive to the conditions.

Says Pavey: "So far this year, 367 people have been killed and thousands more seriously injured on NSW roads. That's 367 people who will not be home for Christmas.

"While we don't want to have to charge people, if you choose to put yourself or others at risk by breaking the road rules or being reckless, you will face the penalties."

Grant said motorists are continuing to take risks, regardless of some of the longest and most intense high-visibility police operations NSW has ever seen.

Says Grant: "There will be more police tackling risky behaviour on our roads this Christmas as part of Operation Safe Arrival and the message to motorists is clear - you're responsible for your own actions, you can either Stop it...Or cop it.

"Police will be targeting motorists who are speeding, drink and drug driving, illegally using mobile phones and not wearing a seatbelt - all of which continue to be the leading causes of fatalities and serious injuries on our roads.

"We all need to make smart decisions on the road and remember that our actions affect other road users who just want to get to their holiday destinations safely this Christmas."

Commander of the traffic and highway patrol command, assistant commissioner Michael Corboy said road users need to take personal responsibility for their actions to arrive home safely.

Says Corboy: "Police are focused on one thing, and that is getting you to and from your holiday destinations safely.

"This may involve giving those that are taking risks on our roads an infringement notice for a traffic offence, or being charged and put before the courts.

The Stop it...or Cop it campaign is funded by the NSW Community Road Safety Fund, which invests speed, red light and mobile camera fines back into road safety initiatives such as safer roads, police enforcement, education campaigns and the development of safer vehicles and technologies.

Says Rita Harding, executive director marketing and campaigns at Transport for NSW: "The power of this campaign is simple and clear - 'Stop it...Or cop it'. This line does a great job of making people feel that if you're not going to take personal responsibility for your actions by breaking the rules, you will get caught."

Says Andrew Varasdi, managing partner at Banjo: "By demonstrating the 'anytime, anywhere' concept through match-cutting we've delivered multiple creative executions that encourage motorists to re-think their responsibilities - this is what we hope will keep communities safe.

Executive Director Marketing and Campaigns: Rita Harding
Executive Director, NSW Centre for Road Safety: Bernard Carlon
Director, Campaigns: Tina Gallagher
Manager, Campaigns: Paul Ibsen
Senior Campaigns Officer: Roslyn Bruce
Campaigns Officer: Catherine Rae

Advertising Agency: Banjo
Managing Partner: Andrew Varasdi
Creative Partner: Bruce Matchett
Creative Group Head: Laurence Cronin
Creative Group Head: Scott Hopkin
Client Services Director: Kath O'Shea
Planning Director: Sarah King
Digital Director: Richard Lloyd
Account Executive: Bianca Mercuri
Head of Broadcast: George Saada

Production Company: Goodoil
Director: JH Beetge
Executive Producer: Juliet Bishop
Producer: Llew Griffiths
Editor: Bernard Gary
Post House: The Editors
Sound Post: Noise International

11 Comments

Ibaka said:

Great stuff. Music is bang on.

Naughty said:

In spite of the earnest protestations the campaign does none of the things mentioned. It doesn't make people rethink their behaviour, it doesn't encourage personal responsibility, it doesn't even say this 'risky' stuff is bad.

It simply says if you are naughty you will be caught.

Fear may be the best motivator, but spare us the strategic nonsense.

Hugh said:

Match cuts. Really?

Resolute Onyx said:

Nothing new or insightful. A good line spoilt by unimaginative execution.

Kim said:

So if this is so important, how come NO ONE is fine for the Main sign on the freeways, “keep left unless overtaking “ and 100 kms/hr is 60 mph that’s not fast at all!!

Alan said:

We're nearing the end of the year and I'm struggling to think of much TV work that was any good within Australia for 2017. You've got Aldi Cricket and the Tourism Vic one, but that's about it.

Xience Alpine said:

Specsavers 'Avocado'. Simple, Cheap and piss-funny on the first viewing. Best of 2017.

Nice said:

Good stuff boys, great track choice....

Alan said:

@ Xience Alpine - that Specsavers ad is cheap and terrible. The perfect example of everything wrong with our industry here. Its also ruining my cricket watching experience this summer, so please, make it go away. You clearly worked on it.

stop it said:

Tried to watch it all but had to Stop It.

The track sucks too.

Xience Alpine said:

@Alan - firstly, I didn't work on it. Secondly, explain yourself. Try to be articulate, even if it kills you.

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