| Title | THE BOOSTER TAG |
| Brand | RACV AND TAC |
| Product / Service | ROAD SAFETY |
| Category | B01. Brand & Communications Design |
| Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
| PR | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production | GUILTY CONTENT Melbourne, AUSTRALIA |
| Post Production | GUILTY CONTENT Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ant White | CHE Proximity | Chief Creative Officer |
| Glen Dickson | CHE Proximity | Executive Creative Director |
| Amy Weston | CHE Proximity | Creative Director |
| Chris Andrews | CHE Proximity | Creative Director |
| Deb Frenkel | CHE Proximity | Senior Copywriter |
| Tim McPherson | CHE Proximity | Design Lead |
| Trent Roberts | CHE Proximity | Head of Design |
| Adam Lord | CHE Proximity | Senior Digital Designer |
| Holly Alexander | CHE Proximity | Director, Strategic Production |
| Elena Szymanski | CHE Proximity | Producer |
| Matt Thompson | CHE Proximity | Sound Engineer |
| Cassy Vincent | CHE Proximity | Online Editor |
| Matt Bladin | CHE Proximity | Social Creative |
| Phoebe Sloane | CHE Proximity | Social Creative |
| Genevieve Brown | CHE Proximity | Social Creative |
| Chris Howatson | CHE Proximity | Chief Executive Officer |
| Sarah Raine | CHE Proximity | Client Partner |
| Emily Gray | CHE Proximity | Group Account Director |
| Henrietta Corley | CHE Proximity | Account Director |
| Sarah Cox | CHE Proximity | Senior Account Manager |
| David McNeil | CHE Proximity | Retoucher |
| Josh Fikret | CHE Proximity | Retoucher |
| Nigel Harvey | CHE Proximity | Finished Artist |
| Georgia Wright | CHE Proximity | Director, PR |
| Judy Crema | CHE Proximity | Senior Account Director - PR |
| Romina Favero | CHE Proximity | Senior Account Manager - PR |
| Hoang Nguyen | CHE Proximity | Director, Engineering |
| David Cooper | CHE Proximity | Technology Program Director |
| Nicole Jones | CHE Proximity | Technology Project Manager |
| Campbell Ding | CHE Proximity | Senior Front-end Developer |
Australian parents don’t really know when they should take their kids out of a booster seat. While the law says children should be 7 years old before they can leave their booster seat, health and safety guidelines state they should be at least 145cm tall. Not all 7-year-olds are over 145cm, in fact, only 3% of kids reach this height by their 7th birthday. So if parents really stick to the letter of the law, their child could be at risk of serious or even life-threatening injuries in the event of a crash. Unfortunately, there have been countless child injuries and deaths, because of this confusion.
The Booster Tag utilises the aesthetic of familiar garment care instructions. The Booster Icon is designed to look like a happy face, in the shape of a booster seat icon. It appears on the neck tag near the size number - so when parents are choosing kids' clothing sizes and they see the Booster Tag icon, they’ll know that if their kids fit the garment, they should still travel in a booster seat.