Transport Accident Commission (TAC): A place to remember, 2

Credits & Description:

Advertiser: TRANSPORT ACCIDENT COMMISSION
Agency: GREY MELBOURNE
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: A PLACE TO REMEMBER
Designer: Juan Lozano
Photographer: Eve Wilson (Eve Wilson Photography)
Account Director: Jodi Gubana (Grey Melbourne)
Producer: Kath Regan (Graffiti)
Copywriter: Michael Knox (Grey Melbourne)
Creative Director: Nigel Dawson (Grey Melbourne)
General Manager: Randal Glennon (Grey Melbourne)
Producer: Kerrie Spaargaren (Graffiti)
Executive Creative Director: Michael Knox (Grey Melbourne)
Art Director: Peter Becker (Grey Melbourne)
Client Brief Or Objective
The most dangerous time on Victorian roads is the Christmas period, yet road safety is the last thing people want to talk about.
Implementation
Make the road toll personal by building a table and setting a place for everyone who lost their lives on our roads in 2012. Offer people the opportunity to leave a message or write a tribute to remember those who won’t make it home for Christmas.
Outcome
Hundreds of tributes and messages were left at the table along with countless stories, blogs, photographs and comments appearing on digital forums. Most importantly The Long Table helped Victoria achieve its lowest annual road toll on record.
Execution
The road toll is an easy number to disregard. Unless it affects you personally it’s just another statistic.We wanted to provoke a conversation about road safety that would see people encourage each other to stay safe on the roads.Three weeks before Christmas we built a table, and set a place for all those who had died on our roads in 2012. Victims of the road toll gathered at the table and shared their stories.Tributes and messages of hope were shared to recognise the lives lost. These tributes were the start of a new conversation about road safety.