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.


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


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