The Brand
TAC (The Transport Accident Commission) & Australian Football League Victoria (ALFV)
The Media Owner
SICKDOGWOLFMAN (SDWM)
The Brief
With the road toll up 13% in 2021 compared to 2020, the TAC needed to continue the conversation in local rural communities, and promote road safety.
Rural community members are four times more likely to die or be seriously injured on regional roads than other drivers.
The brief was to target male road users in these rural areas – those most vulnerable to road accidents and fatalities – so that they understood the responsibility they have to drive safely and protect their families, friends, teammates and the community on the roads.
The Objective
The objective of this campaign was to motivate local communities and take a stand against unsafe driving behaviours.
The main idea of this campaign needed to act as a reminder for people to be road safe and to ‘Band Together’ as everyone has someone to drive safely for.
SDWM needed to create a community feel and something others could relate to about why they support road safety and desire to eliminate deaths and serious injuries on the road.
The Execution
Creating a new kind of armband. A reminder we all have someone to drive safely for.
A black armband is traditionally to honour a death in the community.
For the TAC and AFL Victoria Road Safety Round, a new type of armband was created to act as a reminder that we all have someone to drive safely for. This launched the campaign to ‘Band Together’.
Community members, club captains and players wore armbands featuring a QR code that housed videos from the community about their support for road safety. Each scan is randomised and plays a new story.
Starting at the heart and soul of regional communities and neighbourhoods, these local sporting clubs were the first to receive the armbands.
Encouraged to become the voice of the campaign and were invited to share their stories across social media. Using the #tacbandtogether, helped create more than a wearable message but a hub of personalised reasons, as a reminder that we all have a reason to drive safely.
To spread the message further, the team engaged with football influencers, journalists like Kath Loughnan and Andy Maher and presenters like Fox Footy Presenter, Sarah Jones, and called on their communities to get involved.
The Results
Every club became an ambassador for the message.
Over 750,000 bands were distributed across 1,200 clubs and communities.
The campaign was seen by:
- More than 1 million people nationally
- 598k people state-wide via ambassadors,
- 500k people via earned media
- Millions more via TV news coverage.
