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TAC recruits pro cyclists for road safety education campaign

Victoria’s Transport Accident Commission (TAC) has recruited experienced cyclists for a new campaign to educate riders on how to travel safely in an effort to reduce the death toll across the state.

TAC campaign

The new work, created by the TAC’s internal team and freelance filmmaker and director Chris Phillips, features professional rider Peta Mullins and riding commentator Matt Keenan as they ride around Bendigo and Victoria, demonstrating safety tips for other riders.

Developed in partnership with the Cadel Evans Great Ocean Road Race, which began yesterday, the work was a response to the increasing number of recreational and professional cyclists across Victoria.

The campaign includes two storytelling content pieces from Keenan and Mullins, as well as short demonstration clips to ensure cyclists understand how they can stay safe.

Samantha Cockfield, road safety manager at the TAC, said the campaign was part of the organisation’s goal to reduce the death toll to zero in Victoria.

“We have a long-term vision of Towards Zero of seeing nobody killed or injured on Victorian roads and that means looking after every road user,” Cockfield told Mumbrella.

“We know that cycling is a growing activity and it is particularly important for us to ensure cyclists are well informed and well educated about how to stay safe.”

Cockfield said the decision to use Phillips, Keenan and Mullins was part of the TAC’s belief in working with people that support the organisation’s ongoing commitment to reducing the death toll. 

“We are learning more in terms of communicating with cyclists and motorcyclists and what we’ve learnt to be quite effective is the peer approach, which works very well,” she added.

Phillips, a cyclist himself said it was important for riders to be aware of strategies to avoid high risk situations.

“When you’re riding on the roads you can’t help but understand the vulnerability that you’re under, you’re very small and exposed and you seem to be very aware (of that),” Phillips said.

“It was good to have that primary message going to cyclists, because there are some behaviour changes that we need (to see) in cyclists as well.”

The educational campaign will be highly targeted across social platforms and will also feature in the social accounts of Keenan, Mullins and Cadel Evans.

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