Team captains adopt zero-numbered jumpers for TAC ‘Towards Zero’ round

More than a thousand captains of Victorian local football and netball clubs traded their numbered jumpers last weekend for the number zero, to mark the AFL’s road safety round.

To support the initiative, two campaign films have been made of the jumper presentations, highlighting the loss of someone close to a team member due to road trauma.

The football round was the latest element of the Transport Accident Commission’s Towards Zero campaign, aiming to reach zero deaths and serious injuries on Victorian roads.

Local netball clubs and junior football players also donned Towards Zero socks for the weekend’s round of games.

TAC engagement senior manager Megan Jacobs said in a statement: “Grassroots football and netball clubs are the lifeblood of their community and when a tragedy happens on the road it can have a hard and long-lasting impact on these communities. We believe that zero is the only acceptable number of deaths on our roads and the leading experts tell us that it is possible, but to achieve that we need everyone to play their part. The Towards Zero Round allows us to have a direct conversation with the community about their role in road safety and how they can ensure every journey is a safe one.”

Local football captains around Victoria donned bespoke zero jumpers for last weekend’s round

This element of the Towards Zero campaign was created by SDWM. In March, TAC retained Clemenger BBDO – the creator of its award winning 2016 ‘Meet Graham’ campaign –  as its creative agency. The agreement is non-exclusive and allows TAC to continue working with a range of specialist communication experts.


Client: Transport Accident Commission

Creative Agency: SDWM
Creative Director: James Orr
Creative Director: Elle Bullen
Copywriter: Sebastian Covino
Art Director: Joel Wyatt
Design Director: Jake Turnbull
Designer: Bella Plush
Business Director: Jarrick Lay
Project Coordinator: Caterina O’Brien

Production Company: AIRBAG
Director: David Rittey
Producer: Selin Yaman
DOP: Katie Milwright
Post Producer: Nick Venn
Executive Producer: Martin Box
Managing Partner: Adrian Bosich

Photography: Chris Hillar


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