1000 VIC sporting clubs wear their support for TAC’s Towards Zero Round + campaign via SDWM
Over the weekend, more than a thousand Victorian sporting clubs showed their support for the Transport Accident Commission’s Towards Zero aim to reach zero deaths and serious injuries on our roads. The campaign films were developed by SDWM and produced by AIRBAG.
Football and netball clubs across the state supported the round by becoming road safety advocates in their communities for the TAC & AFL Victoria round.
The round, designed to encourage a culture of communities looking out for each other, saw 1000+ club captains swap their usual number for a new one. Zero. Netballers and junior players supported the round by pulling on Towards Zero socks.
To help understand the significant effect road trauma can have on friends, family and the broader local community, special jumper presentations were hosted and filmed at clubs. The jumpers were presented by community members who truly understand the importance of zero, having lost someone close to them to road trauma.
The community members shared personal messages as they handed over the bespoke zero jumpers, sharing why zero is far more than just a number. As a result, every team member playing and every community member watching saw zero in a context relevant to their community.
On the day, captains proudly wore their jumpers in honour of those who are no longer with us, and as a reminder to those who are that zero really matters.
The state-wide round not only highlighted that zero is possible, but something every community should be striving for.
Says Megan Jacobs, engagement senior manager, TAC: “Grassroots football and netball clubs are the lifeblood of their community and when a tragedy happens on the road it can have a hard and long-lasting impact on these communities.
“We believe that zero is the only acceptable number of deaths on our roads and the leading experts tell us that it is possible, but to achieve that we need everyone to play their part. The Towards Zero Round allows us to have a direct conversation with the community about their role in road safety and how they can ensure every journey is a safe one.”
The Towards Zero Round was promoted across Victoria with record participation from clubs. The round will continue to raise awareness of road safety and the Towards Zero plan in partnership with AFL Victoria annually.
Client: Transport Accident Commission
Creative Agency: SDWM
Creative Director: James Orr
Creative Director: Elle Bullen
Copywriter: Sebastian Covino
Art Director: Joel Wyatt
Design Director: Jake Turnbull
Designer: Bella Plush
Business Director: Jarrick Lay
Project Coordinator: Caterina O’Brien
Production Company: AIRBAG
Director: David Rittey
Producer: Selin Yaman
DOP: Katie Milwright
Post Producer: Nick Venn
Executive Producer: Martin Box
Managing Partner: Adrian Bosich
Photography: Chris Hillary
13 Comments
Nice. Go Wolfdog Sickman.
Great job. Seb slotting in nicely.
Great idea, well executed. Keep it up Sheepdog Woolman.
but my only problem is, honestly, who other than a few people who happen to be at these games will ever get to see this. I bet if I ask a hundred people in the street today none of them will have heard of this (or Graham probably) . Seems sometimes like we’re whispering down the proverbial well – perhaps that’s why the road toll is at a big high these last two years. TV budget slashed.
Great work SDWM!
cos it gives you content that you send out via digital channels that you can target with a lot more accuracy, cost effectiveness, longevity and opportunity for prolonged dialogue with the audience that can then be spread further or feed back into the ongoing strategy.
Or something similar to that
Yes, but the thing is, I don’t think much of that gets any real traction. as I said, I’m still yet to meet a member of the public that has seen Graham. Whereas when the natural born smoker ad came out in the early 80’s. everybody was talking about it.
Brilliant work SDWM!
I bet if you asked 100 people about any campaign regardless of brand, no one would have heard of it. At least this is something tangible, where the only issue is amplification, as you correctly pointed out. And people exposed to it will remember it. It’s nice. Simple. Good. And easy for quick integration/mention into the broadcast of games which I’d assume will happen.
Whether Towards Zero is a creative platform that affects behaviour change? Well, a mission statement as a tagline can only do so much/little.
Great emotive storytelling, and clever execution.
I’m sure it will have a worthy impact on those country towns. Well done.
As a 35 year old with netflix, stan and foxtel go, we literally have not seen a TV ad in our house for 3 years. Don’t even ask about radio and print. OOH is the only old school media we run into these days.
Neither of my children have EVER even seen a tvc – even though there daddy makes them for a living.
No point pining for the old days. They are gone. Got to find other ways to talk to people. And yeah – that’s a lot harder than just making adz, and yeah that probably means a lot of campaign work goes unseen by the general public at large.
But if it’s cost effective and is actually talking to the right people (even if thats far fewer of them) then it’s doing something.. This is clearly doing *something*, based on the
Great stuff guys!
The problem with reach is that all the global(ist) internet and media companies are run by the military. Research DARPA’s Lifelog end date and Facebook’s start date (hint: same day). So the message only gets out there if the powers that be decide it fits one of their agendas – Globalism, multiculturalism, progressivism, Marxism etc. Gone are the days where you could spend big on an idea or have a good idea and see it propagate naturally. GOOG, FB and the rest have the power to shut your message down. They can and will lie about reach, if they tell you anything at all. It’s a messed up situation. It also explains the rise of the populist (conservative) political movements that these goons are so busy trying to disparage via censorship. Change is coming, albeit slowly. GOOG, FB, Twatter, Netflix etc must and will be legislatively dismantled. People are tired of having no control over their lives and fortunes.