Alt/shift/ has partnered with the Victorian Transport Accident Commission (TAC) to lead the creative integrated communications for the 2024 TAC Club Rewards Program and Road Safety Round, in collaboration with AFL Victoria.
The message, Show up for your team. Slow down on the road, focuses on speeding and calls on local football and netball communities across the state to band together for road safety.
The strategy was developed by alt/shift/’s behaviour change division, led by behavioural scientists Kate Napoli and Maddy Chambers.
“It’s clear that young male drivers are still overrepresented in speeding-related crashes. A common excuse is the panic of running a little late, and how socially unacceptable that can feel,” said Napoli.
“With this campaign, we’re targeting the mindset that being late means letting the team down. We’re showing footy and netball players that their team, coaches, and community won’t mind if they’re a bit late – as long as they arrive safely.”
Under the Show up for your team platform, the campaign is championed by its Late Laps creative, starring former Western Bulldogs vice-captain Mitch Wallis and AFL great Isaac Smith, a four-time premiership player with Hawthorn and Geelong Cats, along with members of the local footy and netball community.
Late Laps is a message geared towards team sports players, particularly footy and netball, urging them to resist the temptation to speed if they are running late for practice because their teammates would rather they arrive safely.
Anna Fullerton, alt/shift/ group creative director, said the creative focuses on a universal experience.
“Anyone who plays football or netball has been in the situation where they were worried about being late to training and having to run laps of the boundary as punishment,” she said. “Late Laps plays off this anxiety by having members of the sporting community bank late laps during Road Safety Round, so that no one feels pressure to speed in order to arrive on time.”
“Effective and original content is a key component of creating real behaviour change in the community; this year’s Road Safety Round concept speaks to its audience in their voice and gives them a call to action to promote within their clubs,” added TAC senior manager marketing, media and partnerships, Ange Hann.
The campaign is amplified by an integrated communications strategy across owned, earned, and paid channels.
The work for TAC follows alt/shift/’s May campaign for Australia’s largest waste management company, Cleanaway, A Throwaway Decision – a safety campaign to raise awareness about the dangers of putting batteries in household bins.
That same month, creative agency Clemenger BBDO produced work for the TAC that aimed to give tired drivers a serious wake-up call and address the statistic that in Victoria, 16% to 20% of all fatal crashes can be attributed to fatigue.
See also:
TAC and Clems launch ‘Driving tired? Wake up to yourself’ awareness campaign
Cleanaway taps alt/shift/ for ‘A Throwaway Decision’ safety campaign
Credits:
Client: The Transport Accident Commission (TAC)
Georgia Hillman:Partnerships Advisor, Partnerships, Community and Communications
Ellen Crocker: Stakeholder Manager – Community Engagement, Partnerships, Community and Communications
Agency: alt/shift/ (Behavioural Change Division)
Elly Hewitt: Director & National CEO
Kate Napoli: Behavioural Science & Strategy Director
Maddy Chambers: Strategist & Behavioural Scientist
Anna Fullerton: Group Creative Director
Benny Moore: Senior Creative
Royce Akers: Senior Creative
Damian Davitt: Social & Content Director
Sophie Truter: Group Account Director
Madeline Garisto: Senior Account Director
Maddie Wrench: Senior Account Manager
Paula Cardamone: Account Manager
Lucy Morgan: Account Coordinator
Production
Producer: Douglas E Pope
DOP: Jesse Lane
1st AC: Oscar Nastri
2nd AC: Monty Callen
Gaffer: Hamish Rayner
Tracking services: The Mountain Goats Films
Sound recordist: Andrew Collie Richards
Photography: Paul Hermes
H&MU: Nat Vincetich
Production assistant: Sammie Walters
Edit: Good Grief
Sound Design/Mix: Andrew Collie Richards
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Top Image: Mitch Wallis