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Summaries of major campaigns undertaken in 2018-19 by advertiser S - T

Transport Accident Commission – Distracted Driving – If You’re On Your Phone, You’re Driving Blind

Summary

A third of Victorians admit to using their phone illegally while driving, and the most common behaviour admitted to is reading texts. The first step towards behaviour change is to overcome drivers’ denial that they are putting themselves, and others, in danger with a two second glance at a text. This campaign launched with TV, radio, online, billboards, cinema and social media.

Duration

31 May – 30 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 1,635,576
Creative and campaign development 1,144,776
Research and evaluation 184,680
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Drowsy Driving – You can't fight sleep

Summary

Beyond a certain point, our bodies are not able to fight the chemicals in our bodies that lead to sleep. Entertaining social media films refreshed this campaign over the long weekends in March, April and June.

Duration

1 March – 10 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 14,901
Creative and campaign development 107,027
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Drug Driving – More drug tests, more places, more often

Summary

Campaign advises the community that police are continually increasing the number of drug tests conducted each year to detect drivers and riders with amphetamines and cannabis in their system. Billboards, TV, radio, regional newspapers and out of home advertising conveyed the unpredictable nature of enforcement by booze/drug buses, unmarked patrol cars and marked motorcycles.

Duration

3 March – 30 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 1,718,137
Creative and campaign development 147,867
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Enforcement – Think of us

Summary

This campaign aims to deter deliberately risky behaviour. Police are portrayed as personal guardians who help us make better decisions about our driving in three different scenarios where drivers consider whether to speed, drink-drive and text-drive. A new Christmas-themed commercial reminded us that police do not wish to knock on the doors of our loved ones with bad news.

Duration

8 November 2018 – 30 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 1,802,222
Creative and campaign development 291,603
Research and evaluation 56,889
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Infrastructure – Safety Barriers Save Lives

Summary

Community interest in seeing a vehicle crash into safety barriers is high, and this campaign responds by showing a vehicle crashing into a safety barrier and explaining how safety barriers work. The campaign ran across TV, cinema, radio, out of home, digital and social media, with a focus on reaching regional communities state-wide.

Duration

1 July 2018 – 30 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 1,707,756
Creative and campaign development 633,609
Research and evaluation 104,665
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Large Format Outdoor Billboards

Summary

The TAC's extensive outdoor network provides important 'point of sale' messaging to regional and metropolitan road users at the time it is most relevant to them. Increasingly, new sites with digital capability have been added to TAC's portfolio to enable more efficient changeover of messaging.

Duration

July 2018 – June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 4,214,210
Creative and campaign development (Costs included in campaign production spend)
Research and evaluation 0
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Motorcyclist Safety – Driver think rider. Rider think driver

Summary

Campaign speaks to drivers about their role in keeping riders safe on our roads. Motorcycles don’t have the protection that cars can offer and so riders must take extra precautions on the road, by wearing protective gear, making themselves visible and riding within their limits. The campaign shares specific instructions to drivers and riders.

Duration

7 October – 1 December 2018

Campaign advertising expenditure
$ (excluding GST)
Media advertising buy 1,002,528
Creative and campaign development 121,920
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Motorcyclist Safety – Perfect Ride

Summary

The campaign targets experienced riders with specific roadcraft messages. Radio, press and billboard media companies provided free spots to the TAC (in addition to paid spots) in response to the loss of riders’ lives over summer. Social media was extensive.

Duration

7 February – 23 March 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 383,405
Creative and campaign development 45,294
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Night Time Practise for Learner Drivers


Summary

This new online campaign targets Learners and their parents to promote the TAC’s free online resource known as “DriveSmart”. DriveSmart is an award-winning tool supporting Learners as they progress through the licensing system. Recent changes now require Learners to double their night time practise, up from a minimum of 10 hours to 20 hours.

Duration

2 – 30 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 109,892
Creative and campaign development 36,640
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Towards Zero – Man on the Street

Summary

The emotive “Man on the Street” campaign shows a man being asked for his opinion on an acceptable number of lives to lose each year on our roads. The campaign was updated and re-run in 2018 to provoke the community’s thoughts on the acceptability of road trauma today and to maintain community belief that zero is possible.

Duration

2 September – 6 October 2018

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 591,172
Creative and campaign development 132,840
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Transport Accident Commission – Vehicle Safety – How safe is your car?

Summary

This online campaign conveys that vehicle safety is affordable in used cars under $5,000. Safety features can prevent crashes as well as reducing the forces of impact in a crash. Two segments of the community benefit the most from vehicle safety: younger drivers (due to inexperience) and older drivers (due to our bodies’ vulnerability and fragility).

Duration

29 April – 30 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 204,027
Creative and campaign development 32,575
Research and evaluation 42,165
Print and collateral 0
Other campaign costs 0

Reviewed 20 October 2020

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