The New South Wales Road Traffic Authority ran a highly controversial and highly successful campaign against speeding.
Previous campaigns featuring accidents and dangers of speeding had had little effect. The new campaign showed women shaking their little finger – a gesture used to symbolise a small penis – as speeding male motorists race past. The gesture caught on and this edgy campaign has won many awards.
The ads attracted complaints of sexism but were very effective – about 60% of young men said the ad had made them ponder their driving habits.
When conventional approaches fail it is time to try something radical and lateral – like challenging the masculinity of young speeding drivers.
