The heartwrenching story of how one young man's death on the road impacted on his family, friends and workmates.
In July 2010, the Ripple Effect campaign was launched to highlight the far reaching effects of road trauma. A series of short advertisements will be aired across metropolitan and regional TV to tell the true story of the tragic death of 19 year old Luke Robinson who was killed in a speed-related crash in March 2010.
Luke was speeding in his car in the early hours of the morning with three passengers, who were all injured but miraculously survived the crash. The Ripple Effect tells the individual stories of those affected by his death. Each story is a true and heartfelt account of the affect that this one single incident has had on a wide range of people; from Luke’s family and friends through to the emergency service workers and others in the small tight-knit community of Bannockburn.
A series of 23 individual edits form the basis of the campaign, on air from July 13 they highlight just how far reaching the effect of one road trauma incident can be. These advertisements will appear up until July 24, when all the single stories culminate into one powerful 3 minute version being shown on July 25. The campaign will run across all regional and metropolitan media including TV, radio, outdoor billboards and online.
The Ripple Effect campaign aims to make speeding as socially unacceptable as drink driving and shows in a powerful way that everybody hurts when you speed.
To find out more about the campaign, visit the everybodyhurts website.
Speed is one of the major factors contributing to accidents on Victoria's roads. It can be divided into three categories:
- excessive - speeding is deliberate and substantially over the speed limit
- low level - the driver travels at a speed marginally over the posted speed limit, typically by 5km/h (research shows the majority of motorists engage in low level speeding) and
- inappropriate - travelling at a speed that is inappropriate for the conditions such as travelling at the speed limit when the road is wet.
All of these types of speeding are dangerous. Speeding reduces the time drivers have to avoid crashes, their ability to control the vehicle and lengthens stopping distances, increasing both the likelihood of crashing and the severity of the crash outcome.
The TAC has worked closely with Victoria Police to target speeding motorists by funding the purchase of speed detection equipment.
The speed camera program began in 1990 to reduce road crashes caused by excessive or inappropriate speed. Fifty four cameras were introduced, at a cost of $4.5 million to combat speeding.
In November 1996 the TAC funded 60 Laser Speed Detectors at a cost of $500,000. They were introduced to help Police detect speeding on roads with moderate to heavy traffic - areas where radar devices were not always effective.