A future where every journey is a safe one

Rename Speed

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Video transcript

Welcome to Speed.

Speed on the map
is around about there.

Most country towns have funny names,
but Speed's just a bit different.

Well, they just say,

(AMERICAN ACCENT) "I didn't ask you
what you're on.

"I said, where are you from?"

Speeding through Speed is probably
something that some people think

is a great idea.

But, um, we don't think so.

We're in very open country.

So, therefore,
you think the road is all yours.

People are a bit tired and think,
"Well, nobody lives here."

"It's just a small town."

But we live here.

There's too many people
getting killed on our roads,

and we'd like to do
something about it.

And so that's why we've decided
to change the name of Speed

to Speedkills.

So please support our mission.

We need lots of 'likes' on Facebook

and the TAC will donate
to our Lions Club.

ALL: Please slow down!

End of the transcript
YouTube Version Audio description file

Rename Speed

January 2011

In January 2011, the residents of the northern Victorian town Speed started a safety campaign for the town to be renamed "SpeedKills" to raise awareness of the dangers of speeding. By mid-February 2011 the Facebook campaign had more than the designated 32,000 likes and, for one moth, Speed became SpeedKills.

In February 2011, the small town of Speed in the Victorian mallee joined with the TAC to promote the dangers of speeding and changed its name, for one month, to Speed Kills.

With the agreement of the town's 40 residents, the Rename Speed campaign gathered momentum with an accompanying Facebook page attracting more than 30,000 followers. Local farmer, Phil Down, decided to add further fuel to the campaign by changing his name to Phil 'Slow' Down for one month.

While lighthearted in its approach, the aim of the campaign was to reduce rural road trauma by making as many people as possible aware of the dangers associated with speeding. 

Initially it involved the people of Speed, via a television commercial, calling for 10,000 people to visit the Rename Speed Facebook page. That target was reached within 24 hours and within one week 20,000 followers recorded and, by the time Speed was renamed, there were more than 30,000 followers.

The Rename Speed campaign kicked off the TAC's 2011 focus to make speeding as socially unacceptable as drink driving has become.

Below: Phil Down, formerly Phil Slow Down, with the SpeedKills sign, February 2011.

Image of new SpeedKills sign


One of the TAC's top road safety objectives is to reduce speeding. The Wipe Off 5 campaign began in August 2001 to educate road users about the dangers of travelling, even a little, over the speed limit. Many drivers believe that driving 5 to 10 km/h is acceptable, but evidence shows that if Victorian drivers reduced their average speed by 5 km/h, up to 95 lives could be saved and 1300 serious injuries prevented in one year.

Speed Matters

There are many reasons why higher speed has a major influence on safety:

  • greater distance is needed to stop a vehicle in order to avoid a crash
  • less time to react to quickly changing road and traffic conditions and make the right decisions
  • dangerous situations can arise more easily
  • the time to react to other drivers or respond to emergencies is reduced.

In crashes at higher speeds:

  • the body is subjected to greater physical forces that will cause severe injury or death
  • the protection that seat belts and air bags are designed to provide is reduced
  • pedestrians and bicyclists will almost certainly be killed if struck by a vehicle at higher speeds - and severely injured even at relatively low speeds. 

Download more details on the Wipe off 5 case study below: