TAC
Australia’s Deadliest Predator

A powerful road safety initiative aimed at reframing the nation’s perception of risk on our roads.

Between 2001 and 2021, six Australians died each year on average due to deadly animals. By contrast, speeding has claimed more than 400 lives annually, totalling 4100 deaths in the past decade alone.

Despite the data, TAC-commissioned research found a dangerous perception gap: nearly 75 per cent of Australians fear snakes, but only 11 per cent believe driving 5 km/h over the limit is extremely dangerous.

The project comes to life as a large-scale public exhibit in Melbourne’s CBD that mimics a zoo enclosure. But instead of a fearsome animal, visitors encounter the wreckage of a car destroyed in a speed-related crash. This draws attention to the fact that Australia’s deadliest predator is in fact a speeding car, killing far more people in Australia than snakes, sharks, or crocodiles combined.

An accompanying immersive audio experience, accessible on-site or via personal devices, guides listeners through the chilling reality of how a small speed increase can spiral into tragedy. People will also experience the project across multiple other touchpoints, asking people to consider Australia’s greatest predator.