The most beautiful, heart-wrenching road safety video you’ll ever see 22



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249 people died on Victorian roads last year, and more than 5000 hospitalised. But the human brain isn’t wired to comprehend or appreciate these abstract numbers as real human lives.

This short video, released by Victoria’s Transport Accident Commission (TAC), aims to change this attitude by giving every one of those numbers a human face.

Advertisers have tried almost everything when it comes to road safety awareness. Many have grabbed our attention with shock value, often to brilliant (but disturbing) effect.

This time around, they’ve tried something far more subtle and gentle, but arguably just as effective.

Click here to watch the powerful one-minute video

The ad takes the form of an interview with local Victorian Francisco Cerros. He is asked the question: “Last year 249 people died on Victorian roads. What do you think is a more acceptable number?”

After a moment of hesitation, he suggests “70”.

The producers then bring out 70 members of his family, instantly forcing him to reevaluate his decision.

His new answer: “zero”.

According to the Victorian Government, Mr. Cerros is not an actor and the ad was unscripted; he was not prepared to see his family step out. His choked up response is genuine.

“We realise Towards Zero sets an ambitious target,” said Luke Donnellan, Victoria’s

Minister for Roads and Road Safety. “But unless we’re working towards the highest possible benchmark, Victorians will continue to lose loved ones to road trauma and we can never accept that”.

“If we’re not aiming for zero, we are saying to ourselves that there is an acceptable level of road trauma”.

“Road trauma is not about numbers. It’s about our brothers, sisters, mothers, fathers, sons and daughters and not one of them deserves to be killed or seriously injured just because they use our roads”.

Will this lead directly to greater caution on the road? Probably not. But as a piece of broader public education, it forces us to think twice, and that’s an incredibly important first step to make.

Does this video change the way you think about road death numbers?

Starts at 60 Writers

The Starts at 60 writers team seek out interesting topics and write them especially for you.

  1. As long as Australia refuses to acknowledge that the only way to reduce the road death toll is education, nothing will change. Enforcing strange/silly speed limits does not work – except as a revenue generator.

  2. Excellent video, I lost a niece just 4 weeks after her 21st Birthday to a repeat offender for drink driving, all her life was worth was 16 months for him in prison and a life sentence for the family who will never see her again.

  3. A great ad but the reality is road crashes and death will always occur. All our local council and the SA government do is reduce speed limits. It will take considerably more than that to make a difference and reducing speed limits does little to reduce the road toll as in most of the crashes speed was a factor it was excessive speed way over the existing limit anyway. All it does is make travelling long distances even slower. Considering the number of kilometres travelled by Australians every day our roads are pretty safe.

  4. A very good ad, unfortunately it won’t reach those that require the education. To believe there will always be accidents is a negative attitude, all accidents are preventable.

  5. Great add, great thinking, as good as the aids add years ago, let’s roll it into every state in Australia and keep the penalties for speeding and road offences, only way to me people learn.

  6. My heart melts for these people who are left behind, but being a Grandmother, will not change these young ones. I have a Grand Son who is 21. We live in different states, it does worry me. His Mum assures me . He is very careful. I have two other beautiful Grand Children in a different state again, but they are much younger, so I don’t have that immediate worry. Young ones always think it will not happen to me.

  7. As a traffic incident investigator with the Queensland Police Force I attended hundreds of fatal traffic incidents. In all but one or two cases, people created their own or others’ demise. All “accidents” are preventable if people follow the traffic laws and focus on what they are supposed to be doing. By getting people who have a propensity to collide off the streets early and requiring those with an early traffic offence history to attend defensive driving courses, we’d cut back our road fatality numbers. They will never be zero, but they could be appreciably lower.

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