No pledge, no ticket.
In 2015, 35% of people killed on Victorian roads were under 30. Modern media consumption and ad blockers make it difficult to reach this audience. So the TAC needed to create a new way to talk to them. ‘The Human Test’ turned the act of buying tickets to an event into a commitment to being safer on our roads. Obscure CAPTCHA text on ticketing websites were replaced with affirmations of safe road behaviour, giving powerful new meaning to the process of proving you are human online.