TAC to target parents of young drivers in new approach from JWT

The Victorian Transport Accident Commision (TAC) has hired creative agency JWT to develop its first campaign targeted at the parents of young Victorian drivers.

The TAC called a creative pitch last week, and stressed that the JWT project did not mean it had won the pitch which is still open for expressions of interest for another fortnight with the tender process to take up to six months.

Grey Group has been the main advertising agency for the TAC since 1989.

Simon Strahan, was named marketing boss at the TAC in April, following the departure of John Thompson in November after eight and a half years.

The JWT campaign, still in development, is due to be launched at the end of the year and will be a long-term initiative involving TV, radio, outdoor and print advertising.

It is based on research that suggests young people have a high level of respect and consideration for their parents and are more open to parental influence than parents generally believe.

“The aim of this campaign is to encourage parents to stay involved during the first three to six months of solo driving, by undertaking specific actions to help keep their kids safe,” Strahan said.

“Parents do a fantastic job supporting their children through the 120 hours learner phase, and we know how valuable their influence is on developing safe drivers.

“The TAC has found that some parents may not be aware of just how influential they can be on their children right up until their mid 20s.”


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