Over the first weekend in August around 1000 sports clubs in Victoria (Australia) demonstrated their support for the Transport Accident Commission’s (TAC) ‘Towards Zero’ initiative which aimed to achieve no deaths or serious injuries on the state’s roads.
The ‘Towards Zero Round’, which was developed in harness with creative agency SDWM and run in a tie-up with the AFL, was promoted across the state and notched up record sports club participation to raise road safety awareness and increase the profile of the ‘Towards Zero’ plan in partnership with AFL Victoria annually.
The initiative was spearheaded by a hero film, developed by agency SDWM and produced by AIRBAG, shot as football (AFL) and netball clubs across the whole state supported the initiative and became road safety advocates in their communities.
The TAC & AFL Victoria Round aimed to encourage and support communities to look out for each other and the sports strand resulted in more than 1000 club captains swap their usual shirt number for a new one – ‘Zero’ – to honour of those who have died in road traffic accidents and to remind everyone that ‘zero really matters’.
While others players supported the initiative by wearing special ‘Towards Zero’ socks.
As well as the branded kit elements, a further strand of the iniytiative, one designed to help those involved to better understand the effect road accident trauma has on friends, family and local communities, presentations were hosted and filmed at clubs across the state.
These so called ‘jumpers’ were presented/hosted by community members who themselves genuinely understood the importance of ‘zero’ having lost someone close to them to road tragedy.
At these local events, members of the community shared personal messages and handed out bespoke ‘zero’ jumpers to communicate that ‘zero’ is more than just a number.
“Grassroots football and netball clubs are the lifeblood of their community and when a tragedy happens on the road it can have a hard and long-lasting impact on these communities,” commented TAC senior engagement manager Megan Jacobs.
“We believe that zero is the only acceptable number of deaths on our roads and the leading experts tell us that it is possible, but to achieve that we need everyone to play their part. The Towards Zero Round allows us to have a direct conversation with the community about their role in road safety and how they can ensure every journey is a safe one.”
The initiative was developed by TAC creative agency SDWM where the team included Creative Directors James Orr and Elle Bullen, Copywriter Sebastian Covino, Art Director Joel Wyatt, Design Director Jake Turnbull, Designer Bella Plush, Business Director Jarrick Lay and Project Coordinator Caterina O’Brien.
The production company was AIRBAG and the spots were directed by David Rittey, produced by Selin Yaman, the DOP was Katie Milwright, the Post Producer was Nick Venn, the Executive Producer was Martin Box, the Managing Partner: Adrian Bosich with photography by Chris Hillary.
Links:
Transport Accident Commission
https://www.facebook.com/TransportAccidentCommission
https://www.youtube.com/user/TACVictoria
SDWM
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