TAC uses Pinterest board to send ‘Slowing Down won’t kill you’ safety message via Grey Melbourne
The Transport Accident Commission (TAC) has added Australia’s fastest growing social network Pinterest to its innovative campaigns to support the road message “Slowing Down won’t kill you” via Grey Melbourne.
Statistics reveal that male drivers aged 21-26 are 50 per cent more likely to be involved in a car crash due to speeding.
With research showing that women can be a positive influence on male driving behaviour, the TAC will use Pinterest to capture the attention of mums, daughters, sisters and girlfriends of speeding drivers.
The TAC’s chief executive officer Janet Dore said the campaign was a chance to experiment with this growing social media platform.
Says Dore: “Females make up over 80% of Pinterest users and the TAC wants to spread the road safety message to this influential group online.”
The TAC’s Pinterest boards will provide sentimental pictures, illustrating different ways to pay tribute to loved ones who die in car crashes.
The boards include ideas to consider when planning funeral tributes, such as images of flower arrangements, coffins, hearses and even eulogy inspiration.
The final board presents the message, “I’d hate to plan your funeral. Slowing down won’t kill you.”
Users will be encouraged to help spread the road safety message, by repinning any images using the #slowdown hashtag.
The Pinterest initiative will run concurrently with the Pictures of You campaign, an emotive advertisement where real families who have lost a loved one due to speeding, remind the public of the important role enforcement plays in getting drivers to slow down.
14 Comments
..aaand, how many 21-15 year old males use Pinterest?? ZERO!
Awesome use of technology for technologies sake. How innovative.
The end graphic is talking to the supposed target demographic, the 20 something male. They don’t use Pinterest. It should be talking to their girlfriends instead. With umpteen levels of approval it takes to get these things out, how did they get such a basic thing wrong? Slight tweak of the end message and it would work instead of missing the mark completely.
And how exactly will people see this in the first place? Ill conceived I’m afraid.
Ermmmmm, Nah and Wha, maybe you need to read stuff properly before sounding off.
The article clearly states what the approach is, quote(s):
“Females make up over 80% of Pinterest users…the TAC will use Pinterest to capture the attention of mums, daughters, sisters and girlfriends of speeding drivers…research [shows] that women can be a positive influence on male driving behaviour…”
(i.e. ain’t nobody claiming, till you did, that 20-something males use Pinterest.)
Whether targeting female relatives is a valid strategy is then open to debate, but neither of you bloke / blokettes is even at the crease yet.
I blame the edukayshun sistem, personaly.
What a load of shite…
Feels new.
Impactful too. Hard hitting facts about things I’ve never thought of. Tough.
Interested to see if it gets much traction or commentary.
Didn’t Jay leave to write kids books?
Who is Jay Furby?
My comprehension is fine. You try reading it again. The line “I’d hate to plan your funeral” addresses the funeral of the supposed 20 something male demographic reader WHO DOESN’T USE PINTEREST.
I think this is an invasion of Pinterest. I’d be annoyed if this sort of stuff started popping up trying to snake my attention. Pinterest should never allow this.
You’d be more annoyed if I hit you at 140kms an hour.
It’s targeted at women, in the hope they send the Pinterest link to their sons, boyfriends etc. When it comes from a loved one, the message makes sense.
Like they said, it’s an experiment. Good on ’em for trying something different. I hope it works.
Bloody TAC.
They come across as all ‘self righteous’, but at the end of the day, they’re just an insurance company trying to lower their claims with a monoploy over the state’s 3rd party compulsory market.
Leave this stuff up to the government who will do a better job and not get carried away with all the perks of sponsorship thrown to the TAC and then maybe I’ll listen to the law makers, rather than the profit takers.
Great idea! Really well thought out!
I reckon this is pretty clever. A different take on the pretty girls’ world of pinterest.
Just an interruption and reminder that it’s not all weddings and lounge rooms. It needs to keep growing and not be a lazy one off though.