ASIA-PACIFIC – Grey Melbourne has created a new campaign for the Transport Accident Commission (TAC) to recognise the 40th anniversary of the introduction of seatbelts in Victoria, the first place in the world to make them mandatory. Seatbelts are one of the most significant road safety devices ever invented and have saved untold thousands of lives.
To bring attention to the milestone, Grey Melbourne conceived the idea of harnessing the drawing power of the Australian Football League (AFL) and changing the Essendon Football Club’s famous red sash to a symbolic seatbelt for one game, a blockbuster against arch rival Collinwood on Friday, August 13.
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The face of the new TAC campaign is Essendon champion David Hille, who himself was saved by wearing a seatbelt in a horrific accident 12 years ago which killed three of his friends, giving even greater poignancy to the campaign.
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Spearheaded by TV, it will be supported by print, outdoor, radio and online, as well as being activated at the game with on and off field exposure of the lifesaving message.
Concurrently, TAC will also leverage its sponsorship with A-League team Victory who will also wear the symbolic seatbelt sash for one game.
