TAC Road Safety Christmas 2010 Campaign
TAC, the Victorian Transport Accident Commission in Australia, has been running an integrated advertising campaign for Christmas 2010, with three television commercials, billboards, posters and print ads, along with gift vouchers for rides to and from parties. The three ads, “Signs”, “Speeds Signs” and “Lockdown”, focus on police operations cover the key road safety issues of drink driving, drug driving and speeding, along with the likelihood of detection. The new enforcement tagline “Don’t risk it”, reminds drivers to think before they get behind the wheel after drinking.
The theme for the first commercial in the series is ‘Signs’, where the focus is on the large police presence that will occur over the holiday period. Throughout the commercial, a number of road signs have been replaced with messages such as ‘Biggest Police Operation in History’, and street name signs changed to things like ‘No Warning’. This ad aims to warn drivers that no matter where you are, and no matter what time of the day or night you are driving, you will not escape police if you are driving impaired, or driving recklessly.
‘Speed Signs’ focuses on the large police presence that will occur over the holiday period targeting speeding drivers. Throughout the commercial, a number of road signs remind drivers that speeders will be caught during this holiday season and if they want to avoid detection, they need to slow down and take care.
The hard hitting ‘Lockdown’ reveals that police are out in force in Regional Victoria and Metro Melbourne this holiday period, virtually ‘locking down’ towns to catch dangerous drivers. Police will arrive en masse to ensure that there is no escape for those who think they can get away with drink/drug driving or speeding.
The Transport Accident Commission (TAC) has developed four quirky gift vouchers which can be passed around to anyone, of any age. The gift vouchers, available at www.tac.vic.gov.au, entitles your loved one to a lift home by you, their designated driver from a celebration this festive season. TAC Road Safety and Marketing Senior Manager, John Thompson, said giving one of these gift vouchers to a friend is potentially a life-saving gift. “It is the season for partying, and you can do your bit to make sure your mate is around to party again next year, and the year after that, and the year after that,” Mr Thompson said.
Billboards and print advertising push the message home with reminders about the life and death stakes of Christmas on the road.
The TAC Christmas 2010 campaign was developed at Grey, Melbourne by executive creative director Ant Shannon, creative director/copywriter Nigel Dawson, art director Pete Becker.
Photography was by Rod Shaffer.