News

TAC invites Victorians to send personalised ‘get home safe’ ads to loved ones over Christmas

Victorians will be able to send personalised ‘get home safely’ ads to friends and family while they are driving over the Christmas period, in a new campaign by the Transport Accident Commission.

Using peer-to-peer communications, out-of-home and radio, a personal safety message will be displayed so that the intended recipient hears or sees it as they are driving home.

For a three-week period ending in January, the general public will be able to write their own outdoor ads, and record their own radio ads, after submitting their message at the Homesafely website. They can choose when and where the ad runs.

The TAC, in partnership with the T20 Big Bash League, has donated 233,000 advertising spaces for Victorians to use to post their safety messages.

The campaign – which uses the hashtag #Homesafely – is targeted mostly at young men, with cricketers Shane Warne and Aaron Finch backing the initiative.

The TAC CEO Janet Dore said in a statement: “A heartfelt message from you to your son, daughter, Mum, Dad, sister, best mate will really motivate them to get home safely to you.”

“You can choose to record your message and have it broadcast on Fox FM, at a time when your loved one is likely to be listening to the radio. Or you can select one of six billboards across Melbourne to screen your message at a time when they will be at that intersection,” she said.

This is Naked’s first campaign for the TAC since Rename Speed, an award-winning stunt to change a town’s name from Speed to Speed Kills in 2011.

Credits:

  • Agency: Naked Communications Melbourne
  • Adam Ferrier, Planning Partner
  • Ashley Smith, Expression
  • Renata Gordon, Expression
  • Simon Veksner, Head of Ideas
  • Tristan Graham, Ideas
  • Chris Costuna, Ideas
  • Matt Houltham, Managing Director
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