Title | A PLACE TO REMEMBER |
Brand | TRANSPORT ACCIDENT COMMISSION |
Product / Service | ROAD SAFETY |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | GREY MELBOURNE, AUSTRALIA |
Entrant Company | GREY MELBOURNE, AUSTRALIA |
Advertising Agency | GREY MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Juan Lozano | Juan Lozano Design/Communication | Designer |
Eve Wilson | Eve Wilson Photography | Photographer |
Kath Regan | Graffiti | Producer |
Kerrie Spaargaren | Graffiti | Director |
Jodi Gubana | Grey Melbourne | Account Director |
Randal Glennon | Grey Melbourne | General Manager |
Michael Knox | Grey Melbourne | Copy Writer |
Peter Becker | Grey Melbourne | Art Director |
Nigel Dawson | Grey Melbourne | Creative Director |
Michael Knox | Grey Melbourne | Executive Creative Director |
The road toll is an easy number to disregard. Unless it affects you personally it’s just another statistic. We wanted to provoke a conversation about road safety that would see people encourage each other to stay safe on the roads.
We needed road safety to become a shared responsibility amongst all drivers. The road toll is just another statistic and unless it effects you personally it is easy to ignore. So three weeks before Christmas, amongst the hullabaloo of Christmas shopping and office parties we built a table, and set a place for everyone who had died on our roads in 2012.
The hashtag #aplacetoremember was displayed and people used this on twitter and instagram. Hundreds of photographs, countless blogs, stories and comments were shared. Tributes were left at the table as people encouraged one and other to drive safely over the holiday period. The Long Table's message was spread by news services who ran the story nationally. Over 270,000 people visited the long table. It was seen by a TV audience of over one and a half million. The Long Table helped Victoria achieve its lowest road toll on record.
The road toll is not a popular subject. There are so many nicer things to talk about, especially at Christmas. But we needed to start a conversation about road safety that would see people encouraging one and other to drive safely.