In February 2004, the Safety Camera Scheme ran a series of 10-second radio ads and tie-in bus advertising to demonstrate that speeding is no joke.

The campaign concept was to relay the horrific consequences of accidents by telling the tale in the form of a joke; the irony being that injuries sustained due to motor vehicle collisions are not in the least bit funny.

These radio ads were accompanied by bold bus ads featuring double-entendres such as ‘Rib-splitting‘ and ‘Blinding‘, that also correlated with the consequences portrayed, providing simple but effective support to the radio ads.