TAC and AFL Victoria encourage players to slow down on the road, via alt/shift/
Creative comms agency alt/shift/ has partnered with the Victorian Transport Accident Commission (TAC) and AFL Victoria (AFLV) for the upcoming 2024 TAC Club Rewards Program and Road Safety Round.
The agency has been tasked with campaigning and communicating TAC’s critical message: Show up for your team, slow down on the road.
It has been developed by alt/shift/’s behaviour change arm, led by Kate Napoli and Maddy Chambers.
“It’s clear that young male drivers are still overrepresented in speeding-related crashes. A common excuse is the panic of running a little late, and how socially unacceptable that can feel,” Napoli said.
“With this campaign, we’re targeting the mindset that being late means letting the team down.
“We’re showing footy and netball players that their team, coaches, and community won’t mind if they’re a bit late – as long as they arrive safely,” she said.
The campaign’s creative, ‘Late Laps’ features former Western Bulldogs vice-captain Mitch Wallis and AFL great Isaac Smith, along with members of local footy and netball communities.
“Anyone who plays football or netball has been in the situation where they were worried about being late to training and having to run laps of the boundary as punishment,” said Anna Fullerton, group creative director at alt/shift/.
“‘Late Laps’ plays off this anxiety by having members of the sporting community bank late laps during Road Safety Round, so that no one feels pressure to speed in order to arrive on time.”
TAC’s senior marketing manager, media and partnerships, Ange Hann, added: “Effective and original content is a key component of creating real behaviour change in the community; this year’s Road Safety Round concept speaks to its audience in their voice and gives them a call to action to promote within their clubs.”
The comms strategy will roll out across owned, earned and paid channels.
Credits:
Client: The Transport Accident Commission (TAC)
Georgia Hillman – partnerships advisor, partnerships, community and communications
Ellen Crocker – stakeholder manager – community engagement, partnerships, community and communications
Agency: alt/shift/ (Behavioural Change Division)
Elly Hewitt – director & national CEO
Kate Napoli – behavioural science & strategy director
Maddy Chambers – strategist & behavioural scientist
Anna Fullerton – group creative director
Benny Moore – senior creative
Royce Akers – senior creative
Damian Davitt – social & content director
Sophie Truter – group account director
Madeline Garisto – senior account director
Maddie Wrench – senior account manager
Paula Cardamone – account manager
Lucy Morgan – account coordinator
Production
Producer: Douglas E Pope
DOP: Jesse Lane
1st AC: Oscar Nastri
2nd AC: Monty Callen
Gaffer: Hamish Rayner
Tracking services: The Mountain Goats Films
Sound recordist: Andrew Collie Richards
Photography: Paul Hermes
H&MU: Nat Vincetich
Production assistant: Sammie Walters
Edit: Good Grief
Sound Design / Mix: Andrew Collie Richards
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