Australia is big. The long road journeys Australians take to visit friends and family at times like Christmas and Easter mean driver fatigue is a constant threat to driver safety. And rises in Australia’s road toll around these periods are sobering reminders of the risks of driving when tired. Covid 19 and the Bush Fires may have grabbed the headlines, but in 2019, Australia’s roads still claimed more lives.
The data tells us people have become immune to crash scenes in road safety ads, so let’s not do that, let’s make a film where the driver does the unforgivable, falls asleep with her children in the back seat, then doesn’t crash but instead enters a magical, utopian future world where no one crashes and cars drive themselves. Then ask ‘Until all our cars can drive themselves, drive safe’.