TAC + Country Racing Victoria launch regional drink driving campaign via ASSEMBLE AGENCY


In association with regional independent agency ASSEMBLE AGENCY, Transport Accident Commission (TAC) has launched a new road safety campaign ‘Ready’ as part of its long-standing partnership with Country Racing Victoria, aiming to highlight the risks associated with driving to and from races when alcohol is involved.


The campaign, created for social media with experiential extensions, is bright and colourful introducing the unsung heroes of a race day — the groundskeeper, the ticket collector, the local food stands and the bartender in a fun, glorious way before taking a sombre turn mid-way to communicate how quickly a fun day out can lead to tragedy.

Viewers are introduced to the biggest heroes, the first responders to a crash: Victoria Police, Ambulance Victoria and SES — who are always ready on a race day too.

TAC + Country Racing Victoria launch regional drink driving campaign via ASSEMBLE AGENCY

With close to 1-in-5 drivers and riders killed on the state’s roads being over the legal limit, TAC CEO Tracey Slatter is urging racegoers to do their part in keeping the roads safe by separating drinking and driving altogether: “Country Cups are the social event of the year in many regional Victorian towns – by ensuring we’ve planned a safe way home at the end of the day, we can guarantee it’s a day to remember for all the right reasons.”

Alcohol affects everyone differently, so people can never be sure if they’re under, at, or over the limit. For those planning on drinking, don’t drive, and plan another way home.

To execute the campaign, ASSEMBLE teamed up with director Ben Jaensch, to produce a light-hearted 60 social video with cutdowns.

Says Sarah Munday, managing director, ASSEMBLE AGENCY: “Community spirit and connection is the driving force behind country racing. It’s really special the way the events bring a town together. We wanted to tap into this and celebrate the excitement leading up to a race day first, before delivering TAC’s important message: If we all get home safely, everyone wins.”

Says Ben Jaensch, executive producer and director, Beekeeper Films: “It was an absolute time bringing this script to life. We particularly enjoyed the challenge of capturing both the joy of raceday AND the serious ramifications of drink driving within the same 60 seconds. We look forward to hearing of a safe and happy racing season.”

TAC + Country Racing Victoria launch regional drink driving campaign via ASSEMBLE AGENCY TAC + Country Racing Victoria launch regional drink driving campaign via ASSEMBLE AGENCY

The campaign will be prominent on social media in the run-up to country race events across Victoria, and then again via digital displays and race book advertising at all 67 Country Cups.

In an effort to further engage with racegoers on safe transport options, the TAC will have a physical presence at more than 20 Country Cups.

For more information on the campaign, visit the TAC website — https://www.tac.vic.gov.au/country-racing-victoria

Client, Transport Accident Commission
Partnership Programs Advisor, Wade Gwynne
Senior Manager Marketing and Partnerships, John Thompson,
Behavioural Specialist Road Safety, James Plumridge,
Partnerships Program Advisor Road Safety, Philip Askew

Creative and Production, ASSEMBLE AGENCY
General Manager, Sarah Munday
Lead Designer, Jess Ramsey
Social Strategist, Alison Brown
Photographer, Paul Hermes

Production Company: Beekeeper Films
Director, Ben Jaensch
DOP: Cesar Salmeron
Production Designer: Nikki Barba
Hair and Makeup: Amelia Mills
Producer, Corey Mulroney
Colourist, Crayon Grading
Sound Design, Sonic Playground