Victoria’s TAC targets today’s distracted road users in latest campaign via Grey, Melbourne

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Screen shot 2013-02-28 at 2.07.37 PM.jpgThe Victorian TAC, via Grey Melbourne, has launched a new mass media public education campaign targeting distracted road users.

The campaign highlights the dangers of taking your eyes off the road for just two seconds.

With more devices and distractions available to us than ever, the latest campaign shows how quickly inattention can end in disaster.

Screen shot 2013-02-28 at 2.10.30 PM.jpgThe campaign will appear on a number of different media including TV, radio, outdoor, online and ambient.

International research into road user distractions has established the ‘eyes off the road’ time theory as a major contributor to crash risks resulting in trauma.

The ‘eyes off the road’ time is generally defined as two seconds plus, the average person’s reaction time to an event is 1.8 seconds and this is factored into crash probability and injury outcome severity. That means nearly four seconds can pass before the average ‘distracted’ driver can react.

Client: TAC Victoria

Marketing Projects Manger: Shenagh Macrae

Acting Senior Manager, Road Safety & Marketing: Samantha Cockfield

Advertising Manager: Geraldine James

Major Projects Manager, Road Safety: Liz Waller

Head of Road Safety & Marketing: Joe Calafiore

Project Manager Road Safety: Jessica Truong

Manager, Strategy & Policy: Phil Scott

Agency: Grey Worldwide, Melbourne

General Manager: Randal Glennon

Creative Director: Nigel Dawson

Art Director: Peter Becker

Account Director: Jodi Gubana

Senior Account Manager: Bec Steward

Producer: Zaylee Saydam

Production Company: The Sweet Shop, Melbourne

Director: Ben Quinn

Executive Producer: Wilf Sweetland

Producer: Allison Lockwood

DOP: Stefan Duscio

Edit Offline: The Butchery

Edit Online: Method Studios