Queensland Treasury

Opportunity

Queensland was the only Australian state yet to adopt the National Injury Insurance Scheme (NIIS). Its introduction would mean an additional levy paid in conjunction with CTP and registration. The big problem was that few people knew what NIIS was or why it was being introduced: under existing mandatory CTP insurance, Queenslanders weren’t always covered for catastrophic motor vehicle accidents.

Solution

We developed a visually striking campaign to demonstrate that people are not half as protected as they think.
This was not achieved in Photoshop; we physically removed half the protection from various vehicles – before displaying them in George St, Brisbane for the campaign launch attended by the Treasurer of Queensland, Mr Curtis Pitt.

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