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AAMI RestTowns is a targeted media, road safety initiative, encouraging young drivers on long road trips to stop and rest in a rural Australian town every 2 hours. Every year, AAMI collects comprehensive data from thousands of road accidents across Australia, into their annual AAMI Crash Index. Using AAMI’s Crash Index Data, we identified the longest and most dangerous stretches of road and selected specific rural towns where young drivers could stop and rest, based on their local attractions. Rural towns in need of visitors and business after the extended COVID lockdown. Using Facebook interest-based targeting we created geo-targeted digital travel guides based on their location, with a link to a personalised Spotify 2-hour road trip playlist. When our young drivers hit the road, we combined geolocation, time-based and in-car targeting to serve them ‘rest alerts’, along with local incentives to encourage them to stop in our AAMI RestTowns.