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Press ad

Road Accident Prevention Team

A discomforting parody of the well-known light bulb joke is used to address a grisly topic.

Road Accident Prevention Team ad

Client McCann-Erickson Advertising (advertising agency for Road Accident Prevention Team).
Client description Community action group formed to seek funding for road safety projects
Format(s) Full-page ad in Australian Financial Review
Audience Corporate sponsors
Our tasks Ad concept, design, copywriting, logo design and promotional kit (featuring merchandise and "hype" video). Created in collaboration with other McCann-Erickson creative/production team members and suppliers.

Project summary

RAPT fixed dangerous pedestrian black spots before accidents occurred there.

The headline alludes to this—a parody of the well-known light bulb joke. Gloomy photography and the inverted layout creates visual tension, helping to reinforce the seriousness of the topic.

The ad announced the launch of the sponsorship drive.


The ad's original design was a Caxton finalist.


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