‘Dear Driver’: TAC launches powerful road safety campaign via alt/shift

February 6, 2024 10:33

Following a competitive pitch process, the Victorian Transport Accident Commission (TAC) has engaged creative comms agency alt/shift’s behavioural change division to launch ‘Dear Driver’, an intense new campaign using real people’s stories about road trauma.

The campaign was developed by behavioural scientists Kate Napoli and Maddy Chambers, who launched the behavioural change division in November 2022.

Aiming to directly target Victorian traffic infringement recipients, the campaign reminds them that getting a fine is not the worst thing that could happen to them.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.