TAC uses man’s family and friends to visually represent his ‘acceptable’ road toll in new ad
Victoria’s Transport Accident Commission (TAC) has used a man’s family and friends to represent the devastating impact of road deaths on people, as it looks to make people think more about their driving.
The campaign, created by Clemenger BBDO Melbourne, sees Victorian local Francisco Cerros, asked the question: ‘Last year 249 people died on Victorian roads. What do you think is a more acceptable number?’ His answer is 70. In response to that answer he man’s family is brought out as a visual representation.
Victoria’s Minister for Roads and Road Safety Luke Donnellan said: “We realise Towards Zero sets an ambitious target but unless we’re working towards the highest possible benchmark, Victorians will continue to lose loved ones to road trauma and we can never accept that.
“If we’re not aiming for zero, we are saying to ourselves that there is an acceptable level of road trauma.”
The campaign follows on from last year’s ‘Towards Zero’ efforts which saw the TAC partner with the Melbourne Victory to show the team’s fans what their acceptable road toll would be.
100% of idiots who place themselves in preventable danger. That’s my acceptable number.
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Its an important message, but its not an original concept form Clems.
https://www.youtube.com/watch?v=mdGYMPITP1w
https://www.youtube.com/watch?v=X-Y7K2aHqDA
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An Ill conceived and unrealistic campaign.
Don’t drive like a dickhead would be a better message.
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The ad is not credible. Dumb answer to the question posed which suits the purpose of the concept. That specific number of his family walk around the corner. All seems very contrived and reduces any impact.
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