MACC confronts NT Road Toll with unflinching Easter safety campaign via KWP+Partners Darwin

The Motor Accidents Compensation Commission (MACC) and the Northern Territory Government has launched a bold new Easter campaign via KWP+Partners Darwin, with the creative done by Dav Tabeshfar and Bryan Dennis, urging Territorians to rethink the way they drive. Especially over one of the most dangerous weekends of the year.

The new campaign brings a stark truth into the spotlight: NT drivers are around four times more likely to die on the road than the national average. Through stripped-back visuals and a direct, emotional message, the campaign doesn’t shy away from the Territory’s devastating road toll. Instead, it asks one powerful question: If you’re not OK with that, why drive like you are?

Will Oliver, MACC Commission, said: “We want Territorians to stop and think before they get behind the wheel. These aren’t just numbers. These are lives, families, futures—lost too often on our roads.”

Tristan Glover, Darwin Director at KWP+Partners, said: “We didn’t want to create just another road safety ad. This campaign holds up a mirror to our reality and challenges all of us to take personal responsibility.”

The campaign will run across TV, print, digital and social media throughout April.

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Credits
Client: MACC and Dept. of Chief Minister (NTG)
Agency: KWP+Partners
Darwin Director / Producer: Tristan Glover
Creative Director / Writer: Dav Tabeshfar
Creative Director / Art Director: Bryan Dennis
Campaign Design: Monica Lawrie & Hannah Guilford
Production Company: PRLX
Director: Mat Philips
Photographer: Shaana McNaught
Sound Studio: Fable Audio
Sound Engineer: Nick Gallagher
Drone: Jack Bullen
HMU: Alice Cirottola
Casting: Castaway NT
Media: Atomic212