Loved ones of NRL player Ben Alexander describe the ‘knock-on effect’ of his death in road safety campaign

Transport for NSW and NSW Rugby League have partnered to launch an emotional road safety campaign that follows the story of former Penrith Panthers player Ben Alexander, who died in a drink-driving accident in 1992.

The campaign features NSW Blues coaches Greg Alexander and Brad Fittler, Ben’s brother and friend, describing the ‘knock-on effect’ of his death on themselves and the community.

The ad was created by sports and entertainment agency Gemba. The agency was also behind the first Knock-on Effect campaign in 2017 which looked at the impact of the death of local rugby player Darcy Young.

Gemba’s executive creative director, Boyd Hicklin, said in a statement: “At the core of our campaign are two incredibly respected individuals who appeal to an often difficult-to-reach male audience.

“These two men are big personalities within rugby league, both so heavily involved in the leadership of young men. The fact that Greg and Brad share with us this very relevant and moving story, from nearly 20 years ago, makes it all the more powerful today. Their openness and honesty meant that we could create something very human and very real. Respect to them both.”

Bernard Carlon, Centre for Road Safety and Maritime Safety director, compared the frequency of deaths on NSW roads to the timing of a rugby game.

“Every 41 minutes, someone is killed or seriously injured on New South Wales roads. That’s about the time it takes to watch half a game of football,” Carlon said.

“Speeding remains the main cause of death and injuries on our roads, contributing to about 39% of NSW road fatalities and more than 2,300 crashes injuring people last year, with driving tired and alcohol also playing a part in deaths and injuries on our roads.

“The road is no place for excuses and we are asking everyone – drivers, riders, passengers and pedestrians – to think about the consequences of their actions,” he concluded.

Brad Fittler added: “Too many people are dying or being seriously injured on our roads and it’s having a devastating ‘knock-on effect’ on families and local communities.”

The campaign is set to run across social media and Transport for NSW and NSW Rugby League’s owned channels.

Client: Transport for NSW
Centre for Road Safety and Maritime Safety Executive Director: Bernard Carlon

Creative Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Producer: Luke Coulson
Senior Account Manager: Zoe Hartas
Senior Marketing Consultant: Pat Davis
Account Executive: Keegan Richmond

Production Company: Finch
Director: Kyra Bartley
Executive Producer: Corey Esse
Producer: Helen Morahan
DOP: Anna Howard
Post: Finch/Nakatomi


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