VicRoads aims to reduce road rage with campaign to create ‘warm and fuzzy’ feeling
VicRoads has launched its latest awareness drive with a campaign designed to improve the mood and behaviour of road users and pedestrians.
Created by Isobar, the Travel Happy – Share the Road crusade will aim to build “mutual respect” and reduce the level of aggression by encouraging road users to look out for each other.
Isobar will work Dentsu Aegis Network partners Mitchells, Haystac and ApolloNation to deliver the campaign that will be rolled out over four stages until 2018.
It will include a dedicated campaign website, advertising, information collateral and media and PR activity.
“There’s nothing quite like the warm and fuzzy feeling you get when you help out a fellow human being – or they help you out. We wanted to capture that sentiment to encourage Victorians to help everyone get from A to B in a safer, happier way,” Isobar managing director Konrad Spilva said.
VicRoads director of vehicle and road use policy, James Holgate, said it wants to reduce the incidents of road rage.
“Unhappy road users are more likely to be aggressive and lack compassion for others. This can lead to frustration and anger which can lead to risky behaviour,” he said. “Travel Happy – Share the Road encourages motorists, cyclists, motorcyclists, truck drivers and pedestrians to look out for each other on the roads to make travelling happier, more courteous and safer for everyone.”
The campaign is being launched via a series of Travel Happy activations that will specifically speak to each road user group. The events will promote the campaign’s positive messages and road users will be invited to pledge how they will travel happier and help others to do the same.
The Travel Happy Van will head out and about across Victoria to promote safe and happy journeys and mutual respect on the roads.
Credits:
Agency: Isobar Australia
Client: Vic Roads
Executive Creative Director: Dave Budge
Group Account Director: Tim Den-Braber
Senior Strategic Planners: Izzy McKenna & Gianna Wurlz
Account Director: Julia King
Account Manager: Tish Tambakau
Producer: Jessica Snell
Senior Art Director: Tom Kearney
Copywriters: Emma Park & Luke Falkland-Brown
Design & 2D animation: Tim Hobday
They are joking right? How many sycophants does it take to tell the Emperor how beautiful his suit is??? James Holgate needs to take a drive and just look around – he may then see why people are angry and fed up. Multiple ridiculous speeds on the same stretch of road and unsychronised traffic lights are the MAJOR problems. Cyclists taking over entire lanes so motorists are reduced to one, people driving cars who have no license (well, at least not in this country) motorists driving in the right hand lane doing 20 kms under the speed limit and on and on it goes etcetera etcetera…why don’t they call John Cleese? it’s like a Monty Python skit. Spend millions of tax payer dollars telling people to be NICE while you drive them crazy with moronic laws and incompetence.
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Are you serious. This is classic turd polishing. Fix the roads and public transport infrastructure with tax payer dollars — don’t spend it on this $*%.
What was the insight for this? The transport system in Melbourne is failing, but rather than fix it let’s just make everyone think it’s their responsibility. Might as well just put ecstasy in the water supply and be done with it.
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