In a world first for road safety Naked Communications with The Transport Accident Commission (TAC) via Naked Communications is combining the influence of social media with the power of broadcast media by allowing people to send their personal road safety messages to their loved ones. Their personal messages will then be displayed on outdoor signage, and radio stations at a time and place programmed by the sender.
The initiative will run until January 14th 2013. Messages for broadcast or billboards can be submitted at www.homesafely.com.au.
LISTEN TO HOMESAFELY – TAC_Homesafely_30_Radio.mp3
LISTEN TO CAITLIN –TAC_Radio_Caitlin.mp3
Says Adam Ferrier, founding partner of Naked Communications: “We are extremely proud of this idea. #homesafely allows people to display their road safety message to their loved ones, at a time that’s most impactful, whilst they are actually driving. You can program where and when the message will appear, either as an outdoor ad, or as a self-recorded radio ad. Hearing or seeing a ‘drive safely’ message is harder to ignore if it comes from a loved one, rather than a faceless government department.”
Victorians can remind someone they know to drive #Homesafely, with a personalised billboard near where they live or a message played on the radio. This technology allows Victorians to submit their message at the #Homesafely website and choose exactly where and when their message will appear.
The TAC CEO Janet Dore said the initiative was an opportunity to give family and friends the most powerful incentive of all, to take care on the roads.
Says Dore: “A heartfelt message from you to your son, daughter, Mum, Dad, sister, best mate will really motivate them to get home safely to you.”
Melbourne Stars captain, and cricket legend Shane Warne, and Melbourne Renegades captain Aaron Finch joined the call encouraging Victorians to become road safety ambassadors. By joining with the T20 Big Bash Melbourne teams to launch the initiative, the TAC hopes young men in particular will heed the messages of their loved ones.
Melbourne Renegades CEO Stuart Coventry said the team’s safety message would be broadcasting soon and players would support the campaign on Twitter.
Says Coventry: “Through the @TACHomesafely Twitter handle, we will spread the word about #Homesafely and remind our loved ones to be safe on the roads over the festive season,” Mr Coventry said.
Agency, Naked Communications
Adam Ferrier, Planning Partner
Ashley Smith, Expression
Renata Gordon, Expression
Simon Veksner, Head of Ideas
Tristan Graham, Ideas
Lach Hall, Communications Strategist
Chris Costuna, Ideas
Matt Houltham, Managing Director