TAC launches ‘The Hardest Share’ – a platform for untold stories of road trauma via alt/shift/
alt/shift/ has extended its partnership with the Victorian Transport Accident Commission (TAC) on a powerful new initiative highlighting the profound and lasting impact of road trauma.
The Hardest Share calls on Victorians to come forward with their own stories of losing a loved one or suffering a life-changing injury, helping to build a collective voice in support of road safety that reminds us all of the true cost of road trauma on families and communities more widely.
The centrepiece of the campaign creative is a series of curated collages, memorialising the lives of three people lost on Victoria roads: Bella, Philip and Tony – showcasing them as vibrant individuals, who leave behind unfinished, full lives. alt/shift/ worked with visual artist, Maximillian Malone, to bring these to life using real-life artefacts provided by the families.
In addition to the creative, alt/shift/ worked with prominent Victorian journalist, Jacqui Felgate, to create a series of powerful video interviews featuring Bella’s parents, Linda and Leigh, and former AFL footballer, Mitch Wallis – whose family faced a profound tragedy when his mother-in-law, was fatally struck by a car just days before the birth of his second child.
Says Anna Fullerton, Group Creative Director at alt/shift/: “Working with both the families and our artist, Max, you really see just how much bravery it takes to share and portray these stories. It takes real courage to turn grief into something that might help someone else. That strength is at the heart of this campaign – and we hope everyone who shares their story as part of it feels just as supported and heard.”
As part of the TAC’s ongoing efforts to prevent road trauma, The Hardest Share underscores the safe choices we can all make to protect ourselves and others every time we use our roads: slow down, take breaks, don’t drink or drug drive, wear a seatbelt and put the phone away.
Acting TAC CEO Jacqui Sampson said The Hardest Share is important in supporting Victorians to share their stories to influence positive behavioural change on our roads: “The ripple effects of road trauma are devastating and far-reaching. Through The Hardest Share, our goal is to encourage people to open up, share their stories of personal loss and hopefully prevent others from experiencing road trauma in the process.”
Supporting the creative concept is an integrated communications strategy across owned, earned and paid channels.
For more information, visit: https://www.tac.vic.gov.au/road-safety/tac-campaigns/the-hardest-share
Client: The Transport Accident Commission (TAC)
Michael Knox – Team Manager, Marketing and Advertising, TAC
Angela Hann – Senior Manager Marketing, Sponsorships & Engagement, TAC
Leanne Di Battista – Campaign Manager, Marketing & Advertising Communications Division, TAC
Holly Woodhouse – Campaign Coordinator, Marketing & Advertising Community Division, TAC
Agency: alt/shift/ (Behavioural Change Division)
Elly Hewitt – Director & National CEO
Anton Standl – Director
Anna Fullerton – Group Creative Director
Andy Segal – Senior Creative/Copywriter
Zoe Marron-Davies – Art Director
Jess Lucas – Producer
Sophie Truter – Head of Integrated
Damian Davitt – Head of Social & Digital
Madeline Garisto – Senior Account Director
Paula Cardamone – Account Manager
Shanya Sylvester – Account Coordinator
Uttara Rallabandi – Social Account Executive
Social campaign production
Visual Artist: Maximillian Malone, That Paper Joint
DOP: Jesse Lane
Sound Recordist: Jarrod Otten
Post Production: Full Stack Films
Photography: Peter Ingamells
Animation: Michael Patton
Case study film production
Director and Post Production: Stefan Raabe
Visual Artist: Maximillian Malone, That Paper Joint
DoP: Jesse Lane
Gaffer: Hamish Rayner
Sound Recordist: Rob Beck
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