mycar launches R Plates to support drivers returning to the road in newly launched campaign via TBWA\Sydney and Eleven
To highlight the importance of supporting those recovering from road trauma, and to help Australians get back behind the wheel with more confidence, mycar Tyre & Auto in partnership with TBWA\Sydney and Eleven has launched the initiative Return Plates (R Plates). It is the first plate to recognise drivers returning to the road after suffering trauma or following a significant break from driving.
The R Plate aims to encourage empathy from other road users, so returning drivers will feel less pressure, giving them time and space to recover.
The R Plate QR code connects drivers with links to local and national support services, making help available at any time as well as providing access to real stories and the science behind road trauma recovery. R Plates sees mycar Tyre & Auto continue to build on its People First brand platform.
Says Adele Coswello, chief customer officer at mycar Tyre & Auto: “Our research shows that despite being a nation of confident drivers (89%), almost half of Australians (43%) have lost their confidence at some point, with around three-quarters (73%) having been affected by a road incident.
“At mycar, we are committed to putting people first, so supporting drivers returning to the road made complete sense. With R Plates, we are helping to signify to other road users that the driver is going through something that otherwise can’t be seen, encouraging empathy and extra care. Returning to the road is also a return to freedom, independence and confidence.”
Dr Jason Thompson, associate professor at the University of Melbourne, was brought on board for his expertise in psychology, transportation and post-injury rehabilitation.
Says Thompson: “People talk about the physical injuries associated with car accidents, but we often overlook the psychological impact associated with the experience. It is a huge burden that Australia carries, it’s an issue we can do something about and this campaign is a great start.”
Says Evan Roberts, chief creative officer at TBWA\Sydney: “There have been many people involved in bringing this initiative to life. While this is just the beginning I would like to take a moment to thank our incredible clients, production partners and, of course, our own people who have given so much to this project.”
Launching in the run-up to World Mental Health Day on 10 October 2022, the campaign will roll out across earned, owned and paid channels.
If you or someone you know has been impacted by road trauma, visit mycar.com.au/rplates to order your R Plate, access third-party professional support services, or pledge your support for the initiative. For everyone else, please look out for drivers displaying R Plates and treat them with extra care.
mycar Tyre & Auto
Adele Coswello – Chief Customer Officer
Cynthia Fernandez – Head of Marketing
Creative Agency: TBWA\Sydney
PR Agency: Eleven
Production Company: Scoundrel
Director: Lucy Knox
Editor: Lucas @ ARC EDIT
Content Production: Bolt
Content director: Lachlan French
Media agency: Hearts & Science
Digital agency: Full Measure Digital
18 Comments
pick any other letter
Clever insight; heaps of PR
I think this concept is bloody great
Yes. Yes!
Do I qualify for R plates just for having to share the road with people who go through red lights in front of me, drive at night without lights and the multitude of other shithouse driving behaviours I encounter every day?
Such a good insight, and an even better idea.
Well done.
Surely someone raised concerns over the letter chosen…
At some point this is just an ‘ad’ for a mechanic shop. It strikes me as opportunistic and exploitative. For TAC? A great idea.
but wonder how drivers will take it and whether they will show some empathy and consideration to those getting back into driving after an accident/trauma.
Will have to wait and see.
Plenty of coverage for this idea. Unfortunately the coverage points out the obvious flaws
https://www.bodyandsoul.com.au/health/health-news/r-plates-introduced-to-aussie-roads-and-the-backlash-has-been-swift/news-story/7b9f20752cfe873a7b9ef7f3e5a58414
The obvious flaws are that you’d be a complete arsehole to not give someone space displaying one of these. It’s a great initiative and ultimately will start a conversation around something that’s never been addressed.
You know it’s a winner. Nice work TBWA
How so may people could be involved in this and think its a good idea is beyond me. Putting an R on traumatised peoples car to ask others to watch out for them is dangerous. There are lots of drivers out there who would love to take advantage of such. signal. I assume this idea got shopped around the TAC and Transport NSW who didn’t want a bar or it, and it then landed at a tyre company (who’se name and brand is completely lost in the communications).
This is a case study in the type of creativity that gives our industry a bad name; exploitative, harmful, and useless for the brand involved.
I saw this on Twitter and when it didn’t come up on industry sites I had hoped the campaign got pulled. You could have googled ‘r word’ just once. You could have asked someone outside of the agency. It’s a good insight, but the execution is just so embarrassing.
I have a learning disability and that word has been levelled at me for my entire life. This entire campaign is so upsetting.
This is copping a flaming on social and sites like drive warning people not to use them. Shame, there’s a nice idea at its heart and it definitely means well.
One google and you wouldn’t have touched this with a 10 foot pole.
The letter R on most cars signifies Racing or other high performance variant. So maybe it’s not the smartest idea for the worthy objective it’s attempting to achieve. I also have concerns that this is a private initiative (possibly created for ulterior motives) masquerading as a government program.
Not sure how it made it through so many people without anyone realising, it’s the first thing that comes to mind? Way to put a target on the back of people returning to the roads after trauma.