Victoria’s Transport Accident Commission issues wake up call to sleep-deprived drivers, via Clemenger BBDO
Victoria’s Transport Accident Commission (TAC) is encouraging drivers to wake up to the dangers of sleep-deprived driving in a new campaign via Clemenger BBDO.
That campaign draws on recent Monash University research that found those who get between four and five hours of sleep could experience a four times higher crash risk compared to those who slept seven hours or more.
The campaign champions a simple yet effective message: With under five hours sleep, you’re four times more likely to crash.
To drive the message home (pun unintended), the campaign supports a hero film that shows a tired father driving down a highway before a crash sends his and another vehicle careening to either side of the road.
After a woman – presumably the only survivor in her car – leaves her vehicle and begins to call out to her companion still inside, the footage then cuts to a shot of the father in his car, struggling to keep his eyes open, while a voice over warns: ‘And the scariest thing of all, you won’t even see it coming.’
‘Driving tired? Wake up to yourself,’ the film states at the end.
TAC’s chief executive officer, Tracey Slatter, said: “Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive.”
The campaign is also being rolled out across several channels, including ‘bespoke social films targeting new parents, shift workers and university students’, out-of-home and radio spots.
While it was designed to target drivers in Victoria, it will also prioritise males between the ages of 18 and 39 – the demographic who are most likely to drive while sleep deprived.
“Too often, drivers dismiss their own fatigue because they have no way of measuring it,” said Clemenger BBDO’s ECD, Richard Williams.
“Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work.”
“Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep—less than 5 hours sleep could kill you. It’s a rule to live by,” Mike Ronkoske, Clemenger BBDO’s strategy partner, said.
TAC’s fatigue campaign will be in circulation until June 30.
CREDITS
Client: TAC
Senior manager, marketing & media: John Thompson
Team manager, marketing & advertising: Nardia Brancatisano Campaign manager, marketing & advertising: Katrina Nedeski Former campaign coordinator, marketing & advertising: Gemma Radbourn
Creative Agency: Clemenger BBDO
Executive creative director: Richard Williams
Junior art directors: Ben Bryan & Nathan Va
Junior copywriter: Ben Hall
National traffic manager: Karen Kushinsky
Strategy Partner: Mike Ronkoske
Managing Partner: Jason Melhuish
Group business director: James Kerr
Business manager: Tom von Stieglitz
Account executive: Caitlin Jackson
Production director: Lisa Moro
Senior broadcast producers: Alana Teasdale & Jo Howlett
Producer: Amalia Makris
Senior editors: Jennifer Cahir & Andy Packer
Film executive producer, MADE THIS: Ainslee Littlemore
Directors, MADE THIS: Jay Topping & Thomas Pollard
Lead producer, MADE THIS: Callum Smit
Digital executive director: Claire Bisset
Lead digital designer: Justin Tumilaar
Digital producers: Meera Srikanth & Rumi Guo
Digital developer: Andy Bui
Head of studio: Matt Gauci
Retoucher: Mike McCall
Finished artists: Craig Jacques, Sam Tsui & Aseem Rishi
Film Production: Good Oil
Director: Nathan Price
Executive producer: Simon Thomas
Producer: Claire Richards
DoP: Germain McMicking Casting Director: Amy Mete, Nick Hamon Casting
Production designer: Lucinda Thomson
Offline editor: Jack Hutchings, The Editors
Post Production House: Alt VFX
VFX Supervisor/Flame Artist: Dave Edwards
Post Production Producer: Celeste Fairlie
Colourist: Fergus Rotherham
Music: Antony Partos, Sonar Sound House: Squeak E Clean
Executive producer: Ceri Davies
Sound Design: Paul Le Couteur & Cam Milne
Photography Production:
Photographer: Christopher Tovo
Producer: Andrew Zappia (99 Productions)
Digi Op: Jake Lowe & Ilona Savchenko
Camera assistant: Liam Cullinane
Media Agency: OMD
Subscribe to the daily newsletter
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say