TABOO to refresh TAC’s Vanessa platform and provide ongoing creative support
Creative agency TABOO has been tasked with refreshing the Transport Accident Commission’s (TAC) Vanessa platform.
An initiative first set up in 2005, TAC’s Vanessa is designed to empower Victoria’s young people to engage in safe driving practices.
With its appointment, TABOO is expected to leverage fresh data from “youth research and program evaluations” to expand Vanessa to key locations where young people reside, and ensure that its message fully resonates with them.
In addition to providing ongoing program management and creative support, the work will cover relatable, on-ground and digital activations, with program updates facilitating new interactive offerings, strategic digital content and an evolved visual identity for Vanessa.
Messages focusing on safety issues – such as fatigue, driving while under the influence of alcohol and/or drugs, and distraction – will also be featured as part of the new, evolved Vanessa.
“We see TABOO’s role in Vanessa as transformative,” Jacqui Sampson, head of community at the TAC, said.
“Their understanding of TAC and our road safety agenda, as well as their insight into youth culture will help us build deeper connections with young drivers.
“With TABOO, we’re excited to deliver road safety messages that young people not only hear but feel compelled to participate in and share with their peers.”
Kate Prowse, general manager of TABOO, added: “The Vanessa platform represents an unparalleled opportunity to connect with young Victorians in ways that matter.
“With a refreshed creative direction, we aim to not only engage but inspire a lasting culture of road safety among youth—a responsibility we’re honoured to uphold.”
TABOO’s work with Vanessa is scheduled for launch in 2025. It will remain in circulation “for an initial three-year period”.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say