‘Dear Driver’: TAC launches powerful road safety campaign via alt/shift

Following a competitive pitch process, the Victorian Transport Accident Commission (TAC) has engaged creative comms agency alt/shift’s behavioural change division to launch ‘Dear Driver’, an intense new campaign using real people’s stories about road trauma.

The campaign was developed by behavioural scientists Kate Napoli and Maddy Chambers, who launched the behavioural change division in November 2022.

Aiming to directly target Victorian traffic infringement recipients, the campaign reminds them that getting a fine is not the worst thing that could happen to them.

Now, offenders will also receive a personal letter written and signed by Victorian SES first-responder Mark, reflecting on his first-hand experience with road trauma. Through a QR code on the letter, the user journey will include multiple opportunities to view content from fellow Victorians whose lives have been impacted by risky road behaviours.

The final step of the campaign asks people to make a pledge to drive safely, by signing their name and clicking a ‘commit’ button.

“‘Dear Driver’ is a bold initiative, speaking directly to those who need our message most,” said TAC’s CEO, Tracey Slatter. “Through empathy and real-life stories, we hope to ignite a change in behaviour and pave the way to safer roads.

“Road safety is more than rules and penalties – it’s about people’s lives. By connecting with offenders on an emotional level, we hope to bring about a cultural shift towards safer decision making on our roads.”

Napoli explained that Victorian road behaviours are so complex, the agency had to get creative with its campaign approach.

“This campaign was a collaborative process with the TAC and its partners to reach road user, using a very unexpected channel,” she said.

“The beauty of the campaign is that the message is being told directly to those who need to hear it most, by real people who have experienced the consequences first-hand.”

Alt/shift’s director, Anton Standl, concluded: “We’re committed to applying a scientific approach to any communications challenge to ensure that great ideas and creative execution spring from a platform of behaviour change strategy – to optimise the likelihood of success.”


Client: The Transport Accident Commission (TAC)
Tracey Stone – CRM manager

Agency: Alt/shift (Behavioural Change Division)
Kate Napoli – Behavioural science & strategy director
Maddy Chambers – Strategist & behavioural scientist
Anton Standl – Director
Sophie Truter – Group account director
Anna Fullerton – Group creative director


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