TAC launches hard-hitting motorcycle safety campaign via Clemenger BBDO, Melbourne
The Transport Accident Commission (TAC) has launched a new hard-hitting motorcycle safety campaign via Clemenger BBDO Melbourne, highlighting the importance of wearing protective gear on every ride.
In Victoria, motorcycles only make up 4 per cent of registered vehicles and less than 1 per cent of total kilometres travelled; however, riders account for 17 perc ent of deaths and serious injuries on our roads.
In 2021, there were 43 motorcycle fatalities, an increase of 11 from 2020.
Summer is the busiest time on Victorian roads for motorcyclists, and the new campaign is a timely reminder of how casual clothing such as sneakers, jeans and hoodies only protects riders for a fraction of a second in a crash.
Says Joanne Whyte, head of marketing and communications, TAC: “This campaign hits home the risks of having such a casual attitude towards wearing proper protective gear.
“The audience we are speaking to either do not have the right protective gear or chose not to wear all of their protective gear for every ride. Casual clothing such as sneakers, hoodies and jeans only protect a rider for less than a second on impact with the road and often result in devastating injuries.”
Data from TAC shows that, on average, there are 2,500 motorcycle-related injury claims per year. Riders can, and do, travel unprotected at high speeds that other vulnerable road users, such as pedestrians and cyclists, simply cannot reach. Protective clothing is an important way to reduce the risk of injury.
Says Richard Williams, executive creative director at Clemenger BBDO: “This isn’t a dramatised version of what could happen, it’s the reality of a risk experienced riders take daily when they don’t protect their entire body on every ride.
“TAC and Clemenger have a proven partnership of creating public education campaigns that have an impact and change behaviour, and this one is no different.”
The campaign will run via online video, OOH, press, radio, digital, social and through partners.
Client: TAC
Head of Marketing & Communications: Jo Whyte
Senior Manager, Marketing: Sagar Sheth
Campaign Manager, Marketing – Molly Ennor
Creative: Clemenger BBDO Melbourne
Production Company: Revolver
Director: Justin Kurzel
Producer: Alice Grant
EP: Pip Smart
DOP: Jeremy Rouse
Editor: Jack Hutchings
Post-production: Blockhead
VFX Artist – Larry Van D
Colourist: Billy Wychgel
Sound House: Squeak E Clean
Sound Engineer: Paul Le Couter
Media: OMD
17 Comments
Could have lost the last shot of the foot. The rest is so well done you don’t need it. But extra points for the crayon line. Well done all.
That hits home.
Nice.
Well done.
And you definitely need the shot of the foot.
more 👏 gory 👏 TAC 👏 ads
Why when they think it’s good it’s ClemengerBBDO Melbourne, when they know it’s bad (like the recent Swiss or HCF) it’s just ClemengerBBDO? Didn’t those come from the Melbourne office too?
Damn.
Good spot. I’m not a motorcyclist. But I cringe when I see riders in streetwear on the roads. It’s common in summer in particular. Human crayon, indeed.
That crayon line is seared on my brain.
Jeans and a hoodie is overdressed
I am the target market for this: urban motorcyclist for 7+ years, never wear leathers. Wear shitty sneakers in summer too and often in t-shirts. After seeing this, I just spent a stupid amount of cash I don’t have on armoured jackets, pants and boots. That foot hammered it home. Well done to all involved. Simple and effective.
Epic to see TAC going back to their roots.
Welcome back TAC.
I think I’ll cancel that Harley.
Jesus. I watched this squirming around in my chair while my face performed gymnastics.
Job done.
Very good.
Seeing is believing and in this case, damn you definitely see it. Good work TAC team!