TAC targets youth with confronting social media campaign Roadtrip Forever
The Transport Accident Commission has teamed up with radio network Southern Cross Austereo to produce a confronting social media campaign targeting 18-25 year-olds, a demographic that represents 26 per cent of road trauma victims on Victoria’s roads.
The campaign is based on the insight that young people would rather die than kill their best friend.
The campaign invites young people to take the ‘Roadtrip Forever’ with a Facebook friend by visiting the website roadtripforever.com. The site takes these friends on a road trip using video footage of a car journey to a music festival, which ends in a nasty road accident.
An app uses images of Facebook friends to show the user the people – their friends and family – who would be affected by their recklessness on the road.
John Thompson, the former marketing director of TAC, and now general manager at Mitchell & Partners, the TAC’s media agency, said in a press release: “Roadtrip Forever is a progressive, innovative and creative campaign from SCA that we are really proud and excited to be involved in bringing to life for one of our clients the TAC. Its foundation in social media and connection to friends should deliver a very strong message that resonates with the at-risk young-driver audience.”
Behind the scenes footage from the campaign can be seen here.
The trailer for the Roadtrip Forever can be seen here.
Angus Stevens, CD of vision sales at Southern Cross Austereo, said: ‘TAC were looking for new ways to reach young adults, and we saw a huge opportunity to reach this core group by integrating their personal data into the narrative of the film, to maximise the impact of the key message.”
“We’re starting to see more and more creative agencies harnessing Facebook data to integrate into campaigns, and we’re really excited to be leading the way from a film perspective,” he said.