|Brand||TRANSPORT ACCIDENT COMMISSION|
|Product / Service||TRANSPORT ACCIDENT COMMISSION|
|Category||F04. Social Behaviour|
|Entrant||AIRBAG Melbourne, AUSTRALIA|
|Idea Creation||SDWM Melbourne, AUSTRALIA|
|Production||AIRBAG Melbourne, AUSTRALIA|
|Adrian Bosich||AIRBAG||Managing Director|
|James Orr||SDWM||Creative Director|
|Elle Bullen||SDWM||Creative Director|
|Joel Wyatt||SDWM||Art Director|
|Jarrick Lay||SDWM||Business Director|
|Caterina O'Brien||SDWM||Project Coordinator|
|Nick Venn||AIRBAG||Post Producer|
|Martin Box||AIRBAG||Executive Producer|
The Transport Accident Commissions (TAC) and the Australian Football League (AFL) Victoria have shared a partnered sponsorship agreement for over 10 years. In the past they have targeted elite football players to help spread their various messages. To help understand the significant effect road trauma can have on friends, family and the broader local community, special jumper presentations were hosted and filmed at clubs. The jumpers were presented by community members who truly understand the importance of zero, having lost someone close to them to road trauma. The community members shared personal messages as they handed over the bespoke zero jumpers, sharing why zero is far more than just a number. As a result, every team member playing and every community member watching saw zero in a context relevant to their community.
With the road toll up 59% in July 2019, the TAC needed to shift focus from the elites and start a conversation in local, rural towns who were vastly overrepresented, about the importance everyone plays in road safety, and how they can help in achieving the TAC’s goal of zero deaths and serious injuries on the roads.