The video aims to combat the spike in speeding incidents over the last 12 months by showing the impact fatal car crashes have on both family and emergency services. The video compiled members from police, the fire brigade, ambulance officers, trauma surgeons and a funeral director to show the life-long consequences of fatal road incidents.

The ACT is on track to record one of its worst fatality rates in years, with four deaths so far in 2021, compared to seven for the whole of 2020, down from a high of 15 in 2015.

Superintendent Corey Heldon said police were frustrated at the continued speeding in the ACT and were appealing for drivers to improve their behavior.

"We are all mystified as to why people continue to break the rules," Superintendent Heldon said. "This campaign will jolt people into thinking about their actions".

Detective Inspector Marcus Boorman said the title of the campaign asks drivers who speed to question whether they want to meet any of the emergency services team. The video finishes with a shot inside a funeral car and a police officer announcing the death of a man to his mother.

The Who Are You Rushing to Meet? campaign will run through April, with particular attention given to reducing speeding and fatalities over the Easter weekend.

In a symbolic gesture, the launch of the campaign was conducted beside the Monaro Highway - the location of the ACT's most recent road fatality.

Superintendent Heldon said Canberrans' driving this year was "patchy", urging drivers to continually think about their speed.

Ahead of the Easter weekend, police were also reminding drivers double demerits would be in force. She advised those travelling interstate to make a plan before they drive to avoid unnecessary risks on the road.

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