WILDLIFE VICTORIAA Safe Drive

Every year, thousands of native animals are killed on Victorian roads. Between speeding, distractions and recklessness, most people tend to forget that the road they drive on is paved over the top of Australian bushland. Every freeway, highway and dirt path goes through the habitat of billions of our country’s native wildlife.

The ‘A Safe Drive Saves Our Wildlife’ Campaign sought to remind every Victorian that it’s their job to drive safely – because they’re driving through the home of Australian wildlife. What began with a film contextualising the roads place amongst the bush, was accompanied with OOH, digital and social honing in on specific driving habits that reminded drivers of the difference their behaviour could make to the ones that truly own the roads – our native Australian animals.