Victoria’s TAC targets today’s distracted road users in latest campaign via Grey, Melbourne
The Victorian TAC, via Grey Melbourne, has launched a new mass media public education campaign targeting distracted road users.
The campaign highlights the dangers of taking your eyes off the road for just two seconds.
With more devices and distractions available to us than ever, the latest campaign shows how quickly inattention can end in disaster.
The campaign will appear on a number of different media including TV, radio, outdoor, online and ambient.
International research into road user distractions has established the ‘eyes off the road’ time theory as a major contributor to crash risks resulting in trauma.
The ‘eyes off the road’ time is generally defined as two seconds plus, the average person’s reaction time to an event is 1.8 seconds and this is factored into crash probability and injury outcome severity. That means nearly four seconds can pass before the average ‘distracted’ driver can react.
Client: TAC Victoria
Marketing Projects Manger: Shenagh Macrae
Acting Senior Manager, Road Safety & Marketing: Samantha Cockfield
Advertising Manager: Geraldine James
Major Projects Manager, Road Safety: Liz Waller
Head of Road Safety & Marketing: Joe Calafiore
Project Manager Road Safety: Jessica Truong
Manager, Strategy & Policy: Phil Scott
Agency: Grey Worldwide, Melbourne
General Manager: Randal Glennon
Creative Director: Nigel Dawson
Art Director: Peter Becker
Account Director: Jodi Gubana
Senior Account Manager: Bec Steward
Producer: Zaylee Saydam
Production Company: The Sweet Shop, Melbourne
Director: Ben Quinn
Executive Producer: Wilf Sweetland
Producer: Allison Lockwood
DOP: Stefan Duscio
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4 Comments
Kicked me in the balls when I watched it.
I reckon clems melb did this for TAC a couple of years ago.
watched this while in the car driving
then why are digital billboard being allowed along roads, oh wait that’s because those ads are hypocritical bs.