A fresh cut, a vital message: Think HQ and TAC think out of the box for seatbelt campaign
Think HQ has delivered a road safety campaign for Victoria’s Transport Accident Commission (TAC) that enlists the state’s hairdressers and barbers.
TAC’s new project, “Cut, Colour, Click”, stresses the importance of wearing seatbelts while on the road. It was developed to promote the issue at a grassroots level, and barbers and hairdressers were chosen to voice it because “barbershops and salons … [are where] real, meaningful conversations happen with trusted community voices”.
Partner businesses are supplied with fact sheets, in-salon displays, conversation cards, branded smocks and critical messages.
“This is a textbook example of how Think HQ’s unique integrated offer can be leveraged to connect with Victorians directly in the communities where they live, work and play – and get their hair done,” Think HQ’s managing director and founder, Jen Sharpe, said in a media release.
“It is facilitating the safety conversations we need to have in a meaningful way – through authentic dialogue and real, direct one-to-one engagement.
“‘Cut, Colour, Click’ shows the power of working with communities and empowering them to drive positive change. A simple idea can deliver big results, and a single conversation can too. In this TAC initiative, that chat in the chair matters just as much as the cut you came for.”
All assets leverage a limited red, grey, white and black colour scheme with, a “Seatbelts keep us together” tagline. Additionally, the creative’s other visuals — drawings and graphics — are intentionally simple to keep the viewer’s attention on the campaign’s messaging.
The campaign’s assets are also available in 10 languages and are accessible on a microsite that also contains infographics, posters and social tiles.
“The TAC is always looking for new and innovative ways to engage with all corners of the community on the actions we can all take to keep ourselves and others safe on the roads – like wearing a seatbelt,” TAC’s head of community Jacqui Sampson said in the release.
“Working with Think HQ and CultureVerse has helped the TAC show up differently and amplify critical messages through trusted channels that are not typical but highly impactful and scalable.”
Now live across Victoria, “Cut, Colour, Click” also makes use of media activity including stakeholder engagement via community and multicultural organisations across the state; radio grabs for community stations; case studies for media; and ambassador-developed social content to amplify its reach.
Think HQ’s collaboration with TAC is the latest safety campaign the road safety body has added to its portfolio. TAC recently engaged with advertising agency Thinkerbell on a platform that labels vehicles (and speeding) as the country’s deadliest predator. In March, it worked with Akcelo on a behaviour change campaign and accompanying activation at the 2025 Formula 1 Australian Grand Prix.
Meanwhile, Think HQ recently appointed a Sydney director in Sarah Wood.
CREDITS
TAC:
Acting TAC CEO: Jacqui Simpson
Team Manager: Michael Knox
Senior Manager Marketing: Angela Hann
Campaign Manager: Michaela Clayton
Campaign Coordinator: Holly Woodhouse
Advisor | Media Relations & Corporate Affairs: Alex White
Think HQ:
Founder and Managing Director: Jen Sharpe
Head of Creative Strategy: Lisa Gumbleton
Client Director: Laura Kennewell
Creative Director: Sam McCarron
Art Director: Camilo Suarez
Copywriter: Mie Sorensen
Designer: Tina Tran
Producer: Callum Yeo
Group Head of Strategic Communications & PR: Luke Holland
Account Director: Chloe Tran
Senior Account Executive: Miko Hernandez
Account Coordinator: Leon Kuhlmann
Account Coordinator: Hayley Naidu-Fernandez
Chief Technology Officer: Oliver Laude
Digital Project Manager: Brogan Palmer
Front End Developer: Thuan Le
Chief Audiences Officer: Jessica Billimoria
Head of Language Services: Cameron Darke
Language Services Project Manager and Analyst: Anna Wang
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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