Transport for NSW appoints alt/shift/ for public education campaign

alt/shift/ has been appointed agency of choice for an upcoming Transport for NSW public education campaign, following a competitive pitch process.

This is alt/shift/’s first NSW Government client, adding to its existing national Government roster, which includes VicHealth, TAC, the Victorian Department of Education, the Victorian Department of Health, Tourism & Events Queensland, and Brisbane’s Cross River Rail project.

Speaking on the appointment, alt/shift’s Sydney MD, Katie Raleigh, says: “It’s an honour to be working with Transport for NSW on such an important road safety initiative. Nationally, alt/shift/ boasts extensive road safety experience and we’re pleased to extend that specialist knowledge into NSW.

“Government public awareness and behaviour change campaigns are some of the most rewarding we undertake and we have built real depth in it over the years. NSW Government is a natural next step for us and we’re looking forward to building the same kind of science-led, effective campaigns in this market.”

The fully integrated campaign promoting Transport for NSW’s Road Safety Learning Lab is due to launch in September to coincide with Road Rules Awareness Week, with the fully-digital Lab using audience insight and creative testing to shift attitudes before they translate into decisions on the road.

alt/shift/’s Strategy Director, Maddy Chambers, who is overseeing the early stages of the campaign, says: “Most road safety education talks at people about the rules. This one starts with mindset. On the road, our decisions are shaped by emotions, habits and overconfidence. The real risk sits in the gap between what we think we know and what actually keeps us safe. Close that gap and we can change what happens on the road.”

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