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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.

Screen Shot 2015-04-14 at 11.53.16 AM“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

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