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