TAC targets parents of primary school children with new campaign from Clemenger Melbourne

The Transport Accident Commission is targeting parents of primary school children in its latest campaign which aims to highlight the role parents play in shaping the driving behaviour of their children.

Created by Clemenger BBDO Melbourne, the campaign features a young child in the back seat with strings attached to his arms as if he is a puppet pretending to drive, complete with head checks for blind spots through to checking an imaginary phone for text messages and abusing another driver. The campaign finishes with a wide shot revealing the father in front of the driver with the same strings attached to his arm, the child is mirroring his actions.

It ends with the question “What kind of driver are you raising?”

Samantha Buckis, TAC road safety project co-ordinator, said: “Every time a parent gets behind the wheel, their children are watching their behaviour, both good and bad. By the time a child goes for their driving licence, their attitudes on the road have already started to form.”

Launched today by the Victorian minister for roads and road safety Luke Donnellan, it aims to reduce road trauma among drivers aged 18 to 25.

Clemenger BBDO Melbourne creative director Stephen de Wolf said: “We designed an intricate rig that linked our father and son, with professional puppeteers directing our talent. The 60- and 30-second spots were filmed in single takes, so we required a perfectly timed and synchronised performance from both of them.”

This is the first time the TAC has directly targeted parents of primary school children in order to reduce road trauma, with parents of children aged five to 12 the primary audience.

It is running across TV, outdoor, print, digital, social and radio.



  • Amy Cockerell – Marketing Coordinator
  • Cherie Chandler – Marketing Project Manager
  • Samantha Buckis – Road Safety Project Coordinator
  • Samantha Cockfield – Senior Manager Road Safety

Clemenger BBDO Melbourne

  • James McGrath – Creative Chairman
  • Ant Keogh – Executive Creative Director
  • Stephen de Wolf – Creative Director
  • Jim Robbins – Senior Copywriter
  • Luke Thompson – Senior Art Director
  • Sharon Adams – Print Producer
  • Sonia Von Bibra – Executive Producer – TV
  • Karolina Bozajkovska – Senior Agency Producer – TV
  • Steve Pratt – Retoucher
  • Lee Simpson – Managing Partner
  • Naomi Gorringe – Group Account Director
  • Kate Joiner – Senior Account Manager
  • Patrick Nally – Account Executive


  • Tomas Mankovsky – Director
  • Camilla Dehnert – Producer
  • Geoffrey Simpson – DOP/Cinematographer
  • Production Company – Finch
  • Elodie Fouqueau – Editor
  • Lucinda Thompson – Designer
  • Duncan Horn – Flame Artist
  • Post Production Company – Method Studio/Glassworks
  • Theodore Vidgen – Music Composer/Arranger
  • Stephen Boniface – Photographer (Match Photography)
  • Paul Le Coutier – Sound Designer/Engineer
  • Sound House – Flagstaff
  • Special/Visual Effects – Glassworks

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