Transport for NSW has once again partnered with NSW Rugby League to launch ‘Knock-on Effect’, a road safety campaign via specialist sport and entertainment agency Gemba, starring Rugby League legends and NSW Blues coaches, Greg Alexander and Brad Fittler.
An emotive three-minute film fronts the campaign that sees both rugby stars share their personal stories about the tragic road death of Greg’s brother, league star Ben, in 1992. The video highlights the devastating affects the fatal car crash had on their lives, the lives of their families’ and the broader rugby league community.
Partnering with NSWRL and the NSW Blues to harness their community reach and deliver an important road safety message at a local level, Gemba and Transport for NSW first developed the ‘Knock-on Effect’ campaign back in 2017. This year’s campaign continues to emphasise the fact that one mistake on our roads can have long-lasting and far-reaching impacts.
Directed by Kyra Bartley of Finch, the campaign is set to run across social and on Transport for NSW and NSW Rugby League’s owned channels.
Says Boyd Hicklin, executive creative director, Gemba: “At the core of our campaign are two incredibly respected individuals who appeal to an often difficult-to-reach male audience.
“These two men are big personalities within rugby league, both so heavily involved in the leadership of young men. The fact that Greg and Brad share with us this very relevant and moving story, from nearly 20 years ago, makes it all the more powerful today. Their openness and honesty meant that we could create something very human and very real. Respect to them both.”
Centre for Road Safety and Maritime Safety executive director, Bernard Carlon, echoes the partnership and campaign’s importance: “Every 41 minutes, someone is killed or seriously injured on New South Wales roads,” Carlon explains. “That’s about the time it takes to watch half a game of football.
“Speeding remains the main cause of death and injuries on our roads, contributing to about 39 per cent of NSW road fatalities and more than 2,300 crashes injuring people last year, with driving tired and alcohol also playing a part in deaths and injuries on our roads.
“The road is no place for excuses and we are asking everyone – drivers, riders, passengers and pedestrians – to think about the consequences of their actions.”
Getting behind the ‘Knock-on Effect’ campaign again this year, Fittler believes the campaign demonstrates how profound the impact a single decision on the road can have on an entire community.
Adds Carlon: “Too many people are dying or being seriously injured on our roads and it’s having a devastating ‘knock on effect’ on families and local communities.”
Client: Transport for NSW
Centre for Road Safety and Maritime Safety Executive Director: Bernard Carlon
Creative Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Producer: Luke Coulson
Senior Account Manager: Zoe Hartas
Senior Marketing Consultant: Pat Davis
Account Executive: Keegan Richmond
Production Company: Finch
Director: Kyra Bartley
Executive Producer: Corey Esse
Producer: Helen Morahan
DOP: Anna Howard
Post – Nakatomi
Editor – Jordan Swioklo
Colourist- Alina Bermingham