Transport Accident Commission (TAC): UNGIVEN GIFTS

Credits & Description:

Type of entry: Product & Service
Category: Public Health & Safety & Public Awareness Messages
Advertiser: TRANSPORT ACCIDENT COMMISSION
Product/Service: SPEED
Agency: GREY MELBOURNE, AUSTRALIA
Client: TRANSPORT ACCIDENT COMMISSION
Product: SPEED
Entrant: GREY MELBOURNE, AUSTRALIA
Type of Entry: Product & Service
Category: Public Health & Safety & Public Awareness Messages
Entrant Company : GREY MELBOURNE, AUSTRALIA
Advertising Agency : GREY MELBOURNE, AUSTRALIA
Production Company : THE POUND Melbourne, AUSTRALIA
Michael Knox (Grey Melbourne)
Creative: Rohan Cooke (Grey Melbourne)
Creative: Laura Petruccelli (Grey Melbourne)
Producer: Kath Regan (Graffiti)
Account Director: Jodi Gubana (Grey Melbourne)
General Manager: Randal Glennon (Grey Melbourne)
General Manager: Kerrie Spaargaren (Graffiti)
Describe the brief from the client:
Christmas is the most dangerous time on Victorian roads. By the end of November 2013, 212 people had already lost their lives. We needed to remind Victorians to drive safely during the Christmas period.
Promotion Development:
We created an installation of all the gifts that would not be given to those who had already lost their lives on Victoria’s roads. Behind each gift was a story of a life lost. Each one was sprayed a ghostly white to highlight this overwhelming sense of loss. People left written tributes at the installation, and thousands of messages encouraging one another to drive safely were shared online under the #ungivengifts hashtag.
Results:
Photos and messages from the installation were shared online to accumulate a total reach of 1.1 million people, spreading the message of safe driving on Facebook, Twitter, Instagram and creativity blogs.
Traditional media that covered the installation gave the campaign an additional reach of 2.4 million.
At the end of December, Victoria had it’s lowest road toll in 90 years.
Relevancy to Product/Service:
The live exhibition was shared with millions of Victorians during the most dangerous time of the year reminding them to drive safely. It was broadcasted on national news stations, as well as radio. Several stories behind each of the gifts were published in the press, interviewing the family and friends of those who lost their lives in previous years. The physical installation encouraged people to share the story online via Instagram, Facebook and Twitter, under the #ungivengifts hashtag. These images found their way onto hundreds of online blogs, continuing to spread the message of safe driving throughout the holiday season.