A new road safety initiative from Transport for NSW sees the multi-modal local authority organisation partner with NSW Rugby League for the launch of the ‘Knock-on Effect’.
The new road safety campaign, developed in harness with sport and entertainment specialist agency Gemba, stars two Australian Rugby League legends – the NSW Blues coaches Greg Alexander and Brad Fittler.
The initiative is spearheaded by an emotional three-minute film which sees the two rugby stars share their own personal stories about the tragic road death of Greg’s brother and league star Ben.
The lead spot, helmed by Kyra Bartley of Finch, highlights the devastating impact that this fatal 1992 car crash had on their family lives and that of the wider rugby league community.
This NSWRL and NSW Blues tie up, which sets out to harness the twin communities to maximise regional reach and deliver a powerful road safety message at local level, emphasises the core message that just one single mistake on the road can have long-lasting and far-reaching impact.
The campaign spans social channels and TfNSW properties and platforms, as well as running on NSW Rugby League’s owned channels.
The NSW Blues and @TransportforNSW teamed up to launch the Knock-On Effect spearheaded by Greg Alexander and Brad Fittler's deeply personal experience.
The players sat through the emotional video, before presenting road safety messages across various schools in Sydney. pic.twitter.com/K3FxFqiAeP
— NSW Blues (@NSWRL) May 30, 2019
It was timed to coincide with the State Of Origin series between NSW and Queensland and it was launched around the same time as the annual Fatality Free Friday.
Today is Fatality Free Friday and Transport for NSW is aiming for zero deaths and serious injuries on NSW roads. Make today and every day, fatality free by pledging to zero time spent driving tired, zero kilometres travelled over the speed limit, zero distractions and a zero BAC. pic.twitter.com/5FumTwGGbY
— Transport for NSW (@TransportforNSW) May 31, 2019
(While the NSW Blues used the same time frame to support a parallel #DrinkWise PSA
This #Origin, you won't miss a moment if you DrinkWise. pic.twitter.com/ROR1wVnooP
— NSW Blues (@NSWRL) June 3, 2019
“At the core of our campaign are two incredibly respected individuals who appeal to an often difficult-to-reach male audience,” commented Gemba creative director Boyd Hicklin.
“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.”
While Bernard Carlon, the executive director of the Centre for Road Safety and Maritime Safety, added that the sports alliance has multiple links to campaign’s relevance and messaging.
“Every 41 minutes, someone is killed or seriously injured on New South Wales roads. That’s about the time it takes to watch half a game of football,” explained Carlon.
“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.
The campaign was developed for Transport for NSW’s Centre for Road Safety and Maritime Safety Executive Director Bernard Carlon by a Gemba team that included Executive Creative Director Boyd Hicklin, Senior Creative Nathan Davoli, Producer Luke Coulson, Senior Account Manager Zoe Hartas, Senior Marketing Consultant Pat Davis and Account Executive Keegan Richmond.
The production company was Finch and the lead spot was directed by Kyra Bartley, while the team also included Executive Producer Corey Esse, Producer Helen Morahan and DOP Anna Howard.
Post was handled by Nakatomi, the editor was Jordan Swioklo and the colourist was Alina Bermingham.
Comment:
This emotional campaign actually builds on the original ‘Knock-on Effect’ initiative which was launched back in 2017 by TfNSW and Gemba and evolved through 2018 with player videos, branded bus roadshows and school visits.
The ongoing sense of loss and pain is palpable in this initiative, but turning a tragedy into a pro-active legacy message offers positivity for the future.
This campaign is moving and it certainly seems to offer a sensible strategic alliance between local public body and a regional sports property – one not based simply on fame, but on authenticity and emotional relevance.
Good work Gemba and TfNSW!
Links:
Transport for NSW
https://www.transport.nsw.gov.au/
https://www.facebook.com/TransportForNSW/
https://twitter.com/TransportforNSW
https://www.instagram.com/transportforNSW/
NSW Rugby League
https://www.facebook.com/NSWRL/
https://www.instagram.com/nswrl1908/
Gemba
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