With the road toll up 59%, the TAC wanted to use their sponsorship of the Australian Football League (AFL) to educate local communities on the importance of driving safely.
We got every footy captain to wear a new number: Zero. The only acceptable number of deaths on our roads. To help people understand what zero meant, we filmed jersey presentations with a twist. Instead of the number being presented by the coach, it was presented by someone in the community directly affected by the impact of a car crash.
We sent out every club’s new guernsey in bespoke packaging, inviting all of them to film their own. What followed was a response from countless communities presenting their personal stories. Over 1000 presentations were held, 1.3+ million people interacted with the campaign, all a reminder that even one death on our roads, is too many.