Speed continues to be the major challenge facing the TAC, representing 30% of all deaths on Victorian roads. Finding new ways to positively influence driver behaviour is becoming increasingly harder due to potential message fatigue and more motorists entering the road system. This campaign set out to encourage drivers to slow down as means of reducing the road toll. Based on the notion that many peoples’ lives are affected by one person’s fatal decision to speed, the ripple effect it creates in the community is captured by the campaign line ‘Everybody hurts when you speed’. Road safety experts accept that statistics are inevitably flattening out and that only incremental improvements can be achieved without dramatic changes to infrastructure and legislation. Remarkably, record low road tolls had been achieved in the previous two consecutive years and while trends have been tracking ahead of the government’s five-year target, bettering the previous year again was an optimistic challenge. But even so, it is getting harder and harder to get significant drops in the road toll, following the major gains made in earlier years when the public was confronted with extreme counter measures in the form of graphic adverting and harsh penalties.