Men die on the roads at a much higher rate than women – but, for many Australian men, road safety isn’t a salient issue. The Queensland motoring club had to adopt a different approach to capture consumer attention, creating ‘Blooms for Blokes’. This marketing campaign, inspired by the insight that many men only receive flowers at their funeral, is a unique and low-cost creative solution that encourages men to think more carefully when they drive, walk, or cycle.​