Grey Melbourne and TAC extend the ‘Everybody Hurts’ campaign with ‘The Ripple Effect’
Last night Masterchef viewers saw a 3 minutemontage of the stories of people impacted by the death of 19 year oldLuke Robinson earlier this year. The stories are from thecampaign which looks at the aftermath of Luke’s car accident thatoccurred in March 2010 on Anakie Road, just outside of Geelong. Themontage explores the impact of Luke’s accident from the perspective ofsurvivors of the crash, eyewitnesses, family, friends, emergencyworkers, work colleagues and others affected by the tragedy.
From the TAC website: This campaign follows on from thesuccessful, ‘Pictures of You’ (2008) and ‘Hidden Road Toll’ (2005)campaigns. Both of these campaigns have focused on the ‘other’ effectsof road trauma, including long term serious injury and the griefsuffered by family and friends left behind after road accidents.
TheRipple Effect will continue to assist in telling the story of the griefassociated with road trauma while at the same time continuing to makespeeding socially and morally unacceptable — a goal of the TAC roadsafety strategy. It sets out to demonstrate how many peoples’ lives areaffected by one single act of speeding; a ripple effect that is createdin the immediate community by the tragic loss of life due tounnecessary road trauma.
It forms part of an ongoing road safetystrategy that has seen the TAC employ different approaches to get the’slow down’ message across to a sometimes apathetic motoring public.
Nothingis more powerful than telling a real story and the “Everybody Hurts”campaign is a fitting example; steeped in authenticity and raw in itsemotion.
The Robinson family, their friends and others who wereaffected in some way, all generously volunteered to be part of thecampaign, and they come from every walk of life. Ordinary people whocould easily be your brother, your mother, your sister or you.
Despitethe pain of having to relive this terrible experience, the Robinsonfamily and their network of friends and family agreed to share theirstories for one reason; they didn’t want you or your family toexperience firsthand the suffering they have endured.
If this campaign can make just one person alter their behaviour and slow down, then it’s all been worth it.
Agency: Grey, Melbourne
ECD: Ant Shannon
CD/Writer: Nigel Dawson & Brendon Guthrie
Art Director: Peter Becker & Tim Holmes
Producer: Sandi Gracin
General Manager: Randal Glennon
Account Director: Marisa Jones
Production Company & Post Production
Production Company: EXIT Films
Director: Mark Molloy
Prod Co Producer: Wilf Sweetland
Offline Editing Company: The Butchery
Sound Engineer: Phil Kenihan, Front of House
Telecine: Marty Greer @ Digital Pictures
Online Post Production: Iloura
TAC
Senior Manager – Road Safety & Marketing: John Thompson
Marketing Projects Manager: Jodi Gubana
24 Comments
Incredibly powerful footage. I hope this works, it deserves to.
Great, great stuff.
Messages that gang up on you and never let you forget.
Brilliant campaign and brilliant use of online.
I’m on a hanky.
Nice idea. Well done. Slightly over produced for me.
Chilling and brilliant.
Amazing stuff.
It’s a side you know about, but never think about after such a tragedy.
Hopefully it does its job and saves some lives.
Brilliant work on a terrible, terrible subject.
If young people think they’re invincible, maybe getting them to think about the impact their demise may have on others is a powerful way to go.
I hope so.
Outstanding work.
Change behaviors, not attitudes.
Passenger restrictions, vehicle restrictions, curfews, increasing the driving age etc.
These kinds of measures will have a much bigger impact than ads.
Good series, nice different take to just another car smash ad. This is great work. Well done.
Great ads but they won’t stop anyone from speeding.
I’d rather see the advertising dollars put into driver training and education not just for teens but for everyone who drives/rides because there are a lot of shit drivers out there on the roads.
yeah that is great way better than the waggly finger stuff that was rubbish!!!!!
Brilliant work.
Fantastic.
What I like best about this is watching my kids see it.
It sparks a thought that could save their lives.
Really beautiful work from Mark Molloy.
My 3 kids sat there watching it last night in an absolutely reverend silence.
This makes me cry every time I see it. Very moving, thought provoking stuff.
I hope it makes a difference. If it stops one person form speeding it’s done it’s job.
The Funeral spot is the freakiest.
‘Who’s gonna be there when I get picked on.’
You can’t script that stuff.
Words escape me…..what an extraordinarily brave and considerate family.
Powerful.
Heart-wrenching.
Superb.
Powerful.
Fucking awesome.
Saw the 3 minute ad on the TV and it just blows you away.
It’s a damn shame that young men are basically hard-wired to do dumb, risky things like drive cars dangerously… there’s probably no campaign on earth that’ll get through to many of them. You can only hope they’ve matured sufficiently by the time they get their P’s.
But for anyone who has the cognitive ability to at least think to themselves “shit, this could actually happen to ME” then this will work brilliantly.
Kudos to all involved. Including the cast. It clearly wouldn’t have been an easy decision to make.
I am a Driver Trainer in the UK. I deliver police diversion scheme training for motorists in the UK who have been either caught speeding, or involved in at-fault crashes (they’re not accidents). I grew up in Aspendale/ Melbourne but have been back in th UK since the age of 15. I sincerely wish that the UK government invested to the same degree in Road Safety as you do. Your campaigns are inspirational and so so powerful. I congratulate you. We are making advances in the UK, last year we killed 1850 people on our roads; our lowest ever. It’s not good enough.