TAC Hankies for Father’s Day

The Transport Accident Commission (TAC) in Victoria Australia has called on fathers to think about how drink driving could affect their families. The new print and radio advertising campaign, launched ahead of Father’s Day, urged dads to think twice before having their next beer. The advertisements tell the story of a daughter, who this year is buying hankies for herself for Father’s Day, because her dad has died in a drink driving accident. Aimed at fathers and children, the advertisement asks: “Have you got a Dad? . . . Tell him to think about you before he has his next beer and decides to drive home.”

TAC Father's Day newspaper advertisement


Play the Father’s Day Radio Ad

The TAC’s Acting Chief Executive Officer Philip Reed said it was the first time the TAC had drawn on the relationship between fathers and daughters to promote the Drink Drive Bloody Idiot message. “It’s in a similar vein to the Mother’s Day ad in May, which told the sad story of the loss of a son,” Mr Reed said. “Special days like Mother’s Day, Father’s Day, Christmas and anniversaries, evoke painful memories for families affected by road trauma.”

The Script

This year I’m getting hankies for Father’s Day. I know, it’s a pretty crap present, but they’re not for him. They’re for me.

You try to ignore Father’s Day but it’s not easy when all you see are adverts for cordless drills and leaf blowers and loud voices saying “Make Dad’s day”. If only.

Best thing I ever did was a photo of me with Ben as a puppy that I spent ages putting in a frame with shells
around it. Dads keep that sort of stuff forever.

Dad, I wanted you to embarrass me on my 21st with sooky stories, like me having a crush on Dean at Primary School. And like how you always used to get narky and go ballistic with me, “I’m not going to tell you again”. But you always did.

Well that’s nothing to how angry I am with you now; angry, sad, empty and all that stuff mixed up in one big… blah.

Have you got a Dad? Sure you have; well stuff buying him presents, just tell him, tell him how important he is. Tell him one day you want to see him hold his first grandkid in his big old ugly hands. Tell him to think about you before he has that extra beer and decides to drive home.

Credits

The Father’s Day campaign was developed at Grey, Melbourne, by art director Pete Becker, copywriter Nigel Dawson, associate art director Amahl Weeratne, agency producer Grace Deacon, photographer Stuart Crossett, sound and music produced at Risk Sound, Melbourne by Nigel Dawson and Phil Webster.

Filed under: Print, Radio, Road safety, TAC

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