TAC uses man’s family and friends to visually represent his ‘acceptable’ road toll in new ad

Victoria’s Transport Accident Commission (TAC) has used a man’s family and friends to represent the devastating impact of road deaths on people, as it looks to make people think more about their driving.

The campaign, created by Clemenger BBDO Melbourne, sees Victorian local Francisco Cerros, asked the question: ‘Last year 249 people died on Victorian roads. What do you think is a more acceptable number?’ His answer is 70. In response to that answer he man’s family is brought out as a visual representation.

Victoria’s Minister for Roads and Road Safety Luke Donnellan said: We realise Towards Zero sets an ambitious target but unless we’re working towards the highest possible benchmark, Victorians will continue to lose loved ones to road trauma and we can never accept that.

“If we’re not aiming for zero, we are saying to ourselves that there is an acceptable level of road trauma.”

The campaign follows on from last year’s ‘Towards Zero’ efforts which saw the TAC partner with the Melbourne Victory to show the team’s fans what their acceptable road toll would be.


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