Lives Worth Saving

Lives Worth Living confronts the NT’s road toll, where residents are four times more likely to die on the road than elsewhere. Instead of relying on shock, the campaign reframed the issue as cultural, challenging the community: if our lives are worth as much, why don’t we drive like they are?

The launch film used body bags arranged as a bar graph, with a child zipping closed in one, to dramatise the fatal statistic. The impact was immediate: road deaths dropped by around 40% in the first three months, sparking community reflection and saving lives.