TAC rehash 2006 Double Bus campaign to target drug problem
Victoria’s Transport Accident Commission (TAC) is targeting drug use in a campaign which focuses on police drug testing drivers.
The campaign first ran in 2006, with TAC asking its current agency Clemenger BBDO Melbourne to work on radio spots to complement the existing commercial created by Grey Melbourne.
Clemenger Melbourne was appointed to the TAC account in December last year which saw incumbent of over 20 years Grey Melbourne lose the account.
The decision to renew the campaign comes after Victoria experienced its worst year for deaths involving drivers and riders with stimulants in their system in 2013.
TAC chief executive officer Janet Dore said in a statement: “Nearly one in six (14.9 per cent)drivers and riders killed had a stimulant, such asice or other amphetamines, in their system. That is very concerning because we know that as well as tunnel vision, dizziness and loss of concentration while driving under the influence of illicit drugs, there is often a false sense of alertness which can lead to over confidence and the inability to make quick and good decisions.
“Police tell us that many drivers are unaware that police are able to test for methamphetamines,including ice. The Double Bus campaign aims to challenge and change perceptions of the effect illicit drugs have on the ability to drive and creates awareness that if you drive on drugs, including ice, you will be caught.”
The ad, created by Grey Melbourne for the 2006 campaign, features a car load of young adults driving into a booze bus where the driver is tested for alcohol before being prompted to complete a drug test which tests drivers for use of stimulants such as methamphetamines (ice and speed). It ends with the tagline ‘If you drive on drugs you’re out of your mind’.
In June the TAC campaigned for drivers to buy cars that can brake automatically in a new Sliding Doors-style ad that shows two different outcomes to the same incident.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Clemenger BBDO Melbourne
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Transport Accident Commission
Victoria
