Write a short summary of what happens in the film

In this film, ‘Tram Coach’ meets a visitor from out of town who has never been on a tram before. The friendly Tram Coach introduces himself and talks the astronaut through the safest way to travel on Melbourne’s Yarra Trams. Tram Coach explains how you need to be prepared for the unexpected and walks the space tourist through the basics. Have your ‘Myki’ ready and hold steady while touching on – READY STEADY. Find a seat wherever possible and SIT TIGHT. Be prepared for sudden stops. Grab a pole or handle and ‘GRIP RIGHT’. As they share a selfie the lights go out and we see the tram surreally take off into outer space. The tagline ‘WHEREVER YOU’RE FROM, THIS IS HOW WE TRAM appears on screen along with corporate logos. We cut back to the Astronaut and a surprised Tram Coach floating in zero gravity inside the tram.

Cultural/Context information for the jury

Tram Coach is a lovable safety ambassador for Yarra Trams. His purpose is to spread tram safety messages to the general public. A ‘myki’ is a smart card used to ‘tap on’ for electronic payment of fares on Melbourne’s public transport network, including trams. Yarra Trams is the trading name of the operator of the tram network in Melbourne.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

75% of Melbourne’s tram network is shared with other vehicles, meaning trams can take-off or brake suddenly. When passengers forget to brace themselves they’re vulnerable to serious falls. Research showed an increase in serious falls on Melbourne’s trams as people became blind to regular safety reminders. Our strategy was to make tram safety fun and famous and therefore memorable. ‘This is how we tram’ and the lovable safety champion, Tram Coach, was designed to deliver simple safety instructions in an unforgettable way. Using humour to promote safety is unlike other transport safety campaigns, which is why it cuts through. Many falls involve visitors to Melbourne who find it exciting to ride the tram but are unaware of the potential for serious falls. This film was created to spearhead a digital campaign geo-targeting incoming tourists from the country and overseas. Fun visual demonstrations of safety actions make it easy to understand.