The Transport Accident Commission delivers sobering wake-up call for e-scooter riders, via Clemenger BBDO campaign
The Transport Accident Commission (TAC) in Victoria is challenging the notion that e-scooters are just ‘toys’ and not devices that require high-levels of safety awareness, via a campaign from Clemenger BBDO.
Spurred by TAC’s findings that a significant number of e-scooter risers are tempting fate and ignoring the rules – notably males and young people aged 16 to 34 – the campaign utilises a toy theme.
Its two 15-second spots place viewers in a doll-sized Melbourne inhabited by the toys. Each film focuses on one doll engaging in dangerous e-scooter riding behaviour accompanied by uplifting music composed by Squeak E. Clean Studios, and sounds one may associate with animated films. But after each rider injuries themselves, viewers are taken back to sobering reality to see the real consequences of risky riding.
