Australia’s rising number of road-related fatalities continue to take a devastating toll on families, with road trauma leaving a lasting impact. Every crash is not a statistic - it represents human lives changed forever. As we collectively work towards reducing these tragedies, vehicle safety remains one of the most critical factors in protecting lives on the road.
To help Australian motorists stay safe, ANCAP SAFETY has launched a new campaign bringing its independent vehicle safety ratings into sharp focus.
The campaign titled, Choose Safety, is designed to reach viewers at pivotal moments in their life - reminding them that safety should always be a priority when choosing or using a vehicle.
Whether purchasing a first car, upgrading to accommodate a growing family, or making the switch to an electrified vehicle, safety should be the non-negotiable foundation of every decision.
“When buying a car to suit a new life stage - whether it’s your first date, welcoming a baby, picking up your first grandchild, or buying an electrified vehicle - it’s easy to focus on features like style, brand or something even as basic as the paint colour,” said ANCAP Chief Executive Officer, Carla Hoorweg.
“But safety should be the non-negotiable foundation of every choice.”
The campaign highlights four key life milestones, each featuring a tailored ad aimed at different and often more vulnerable audiences during key life moments:
- Young Drivers, First Date: Encouraging young drivers to consider safety when choosing their first car.
- New Parents, First Baby: Highlighting the importance of safety for new parents welcoming a newborn and becoming a family.
- Older Females, First Grandchild: Connecting with older women who are generally less involved in the new car buying process and engaging these grandparents who want the best protection for the next generation.
- EV Buyers, First EV: Reassuring those making the shift to their first electric vehicle that safety remains a crucial consideration.
By linking key life moments to vehicle choice, we’re tapping into real-life experiences that prompt people to rethink their priorities,” added Carla.
“Too often, people only think about safety after an incident occurs. We want to shift that mindset, so safety is considered upfront- because you and your loved ones matter.”
For over 30 years, ANCAP has been the trusted source of independent vehicle safety ratings, helping Australians and New Zealanders make informed choices about the cars they drive through simple star ratings. With rigorous crash testing and safety performance assessments, ANCAP continues to set the benchmark for vehicle safety standards, advocating for safer roads.
“ANCAP safety ratings offer consumers free and easily-accessible information on the safety of their next car, SUV, ute or van,” concluded Carla Hoorweg. “We encourage everyone - whether they’re buying their first car or their tenth - to use this information to make well-informed, safety-first decisions.”
Campaign videos can be viewed at www.ancap.com.au/choose-safety.
