Steph Kitchin
Creative Director
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TAC Road Safety

My four years working on TAC social media and broader initiatives were some of the most rewarding of my career. The TAC team were true partners, sharing insights that informed campaigns designed to change behaviour and save lives. Alongside leading their always-on social presence, we helped deliver multiple award-winning initiatives across digital and physical channels.

TAC Road Safety Initiatives

 

Donut Disturb

Problem: 33% of drivers admit to using their phone while driving.

Solution: Aussie comedians Sam Simmons and Aaron Chen drove awareness of the Do Not Disturb While Driving mode on smartphones. Read more…

The campaign had 2 parts – activation for awareness and social media for campaign memorability.

  • Activation: In a stunt called ‘Donut Disturb’, Sam Simmons handed out donuts to Melburnians in the CBD. But only if you switched on your Do Not Disturb While Driving mode first.

  • Social videos: Aaron Chen & Sam Simmons inspired drivers to get creative and customise the auto-reply text message on DND While Driving mode with something more entertaining than the default ‘I’m driving right now…’ option.

    • Eg. ‘If this is Supermodel Magazine asking me to be on the cover of their magazine, sorry, I’m driving right now. I’ll get back to you l8r.’

    • All of their hilarious suggestions were available to copy and paste from the comments section.

This Christmas

Problem: Lives lost on the road always increases over Christmas.

Solution: Encourage Victorians to make a pledge by selecting a wrist-tie ribbon that reflects their values. Each ribbon featured a phrase from ‘I’ll be patient with others’ to ‘I’ll dance more with my kids’.

Throughout December, visitors removed ribbons to reveal a fun, interactive mural by a local artist that read ‘Let’s all do our part’. This mural illustration incorporated hidden AR discoveries and was printed into a colouring book. Read more…

  • 52,000 wrist-tie ribbons

  • 225,000 visitors

  • 1.1 million social impressions

A pop-up version of the space toured to Ballarat, Horsham and Traralgon for those families travelling long distances over the festive season.