Victoria is the first in the world to make seatlbelts mandatory for road safety.
To bring attention to the milestone, Grey Melbourne harnessed the drawing power of the Australian Football League (AFL) by changing the Essendon Football Club's famous red sash to a symbolic seatbelt for one game, a blockbuster against arch rival Collinwood on 13 August.
The face of the new TAC campaign is Essendon champion David Hille, who himself was saved by wearing a seatbelt in a horrific accident 12 years ago which killed three of his friends, giving even greater poignancy to the campaign.
The campaign is supported by print, outdoor, radio and online executions, as well as being activated at the game with on-and off field exposure of the lifesaving message.
TAC also banks on its sponsorship agreement with A-league team Victory who will also wear the symbolic seatbelt sash for one game.
Credits:
Project Belt Up
Client Transport Accident Commission
Client marketing manager John Thompson
Client project manager Candice McDonald
Creative agency Grey Melbourne
Creative director Nigel Dawson
Creative team Peter Becker, Stuart Shepherd, Adam Ferrie, Gus Johnston
Agency producer Sandi Gracin
Account servicing Randal Glennon, Marisa Jones, Bec Steward
Media agency Mitchell’s
Production company Dog Boy
Exposure Telelvision, radio, outdoor, print, online, experiential
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