Mission: to upset, outrage and appal: 25 years of the TAC – and their 25 most powerful ads

Victoria’s Transport Accident Commission has just celebrated its 25th birthday. Robin Hicks looks back at the most powerful ads in its history, and wonders what makes effective road safety advertising.

When the TAC was created in 1987, it declared a mission to ‘upset, outrage and appal’ Victorians to reduce the number of road deaths in the state.

For an ad agency, that is quite a brief.

The TAC began advertising in December 1989, appointing Grey Melbourne, an agency that it has worked with ever since. Twenty-three years later, the state boasts the safest roads in Australia.

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