Police here to protect Victorians this Christmas holidays in latest spot via Clemenger BBDO
Victoria Police’s role to protect Victorians from road trauma is at the heart of the Transport Accident Commission’s revamped message to motorists ahead of the festive season.
The TAC has partnered with Victoria Police in a new campaign, created by Clemenger BBDO, Melbourne, reminding road users of the important part police play in the state’s Towards Zero mission – ensuring Victorians get home safely from every trip.
The new enforcement campaign will run on TV and radio from tomorrow until mid-January and return at peak holiday times in 2016.
TAC senior road safety manager Samantha Cockfield said the new campaign reflected Victoria’s new approach to road safety following the launch of the Towards Zero campaign earlier this year.
“A central message of Towards Zero is that we’re all in this together and we all have a part to play in preventing deaths and serious injuries on the roads,” Ms Cockfield said.
“For police, their fundamental role is not about punishing wrongdoing – it’s about protecting the community and being a visible reminder of our responsibility to look after ourselves and each other by being safe when we’re out on the road network.”
The new campaign replaces the TAC’s ‘The Party’s Over’ campaign which has been effective in highlighting police enforcement over the busy holiday season for the past three years.
“The new campaign takes a new approach that is less about warning people of the legal consequences of wrongdoing and more about highlighting the way Victorians work together to keep the community safe,” Ms Cockfield said.
“The enforcement aspect of the work police do is extremely important but we’re looking forward to it becoming less important as each of us takes on the responsibility to keep each other safe.”
The new ad was launched today to coincide with the start of Operation Roadwise which will see Victoria Police ramp up its presence on the state’s roads in the lead up to and during the busy holiday season.
The visible police presence aims to reduce deaths and serious injuries caused by risky behaviours including speed and alcohol, which are factors in about half of all Victorian fatalities.
“Let’s all make the choice to slow down and separate drinking from driving so we can enjoy a safe Christmas with our loved ones,” Ms Cockfield said.
Drug driving is another area of concern, with the TAC providing funding to enable roadside drug tests to increase to more than 100,000 a year.
Clemenger BBDO Melbourne
James McGrath, Creative Chairman
Stephen de Wolf, Creative Director
Luke Thompson, Senior Creative
Jim Robbins, Senior Creative
Matt Pearce, Senior Planner
Sonia von Bibra, Executive Producer
Tania Jeram, Senior TV Producer
Lee Simpson, Managing Partner
Naomi Gorringe, Group Account Director
Jarrick Lay, Senior Account Manager
Nicole Bishop, Account Executive
Ben Crowe, Digital Producer
Nicholas Short, Print Producer
Production Company: Exit Films
Director: Glendyn Ivin
Executive Producer: Kat Latour
Producer: Karen Sproul
DOP: Sam Chiplin
Post Production: The Butchery & The Refinery
Post Production Producer: Freya Maddock
Editor: Graeme Pereira
Grade: Martin Greer
Online: Eugene Richards
Music: Stephen Rae
Audio: Paul Le Couteur at Flagstaff Studios
Transport Accident Commission
Sam Cockfield, Manager, Road Safety
Paul Tierney, Projects Manager, Road Safety
Jodi Gubana, Marketing Manager, Community Relations
Amy Cockerell, Marketing Coordinator, Community Relations
8 Comments
When they revealed it was a police officer I was like “No way!”
Well done lads, this is lovely.
Beautifully shot Glendyn. Love the idea too
This is actually a pretty terrific campaign. Not too judgmental, not too preachy, excellent message.
All good.
Unless, of course, you’re a middle-aged female mental patient wielding a bread knife at three burly, fit, able and young, male Victorian police officers, who shoot you numerous times, rather than risk dis-arming you.
Police are much more convincing when they’re scary.
There’s always a bit of us and them with the cops.
This reminds us (and them) of what they actually protect.
A simple and clever way to put us on the same side.
Greidy, you are too complimentary about too much work, too willing to see the good rather than the bad. I thought I taught you to be more critical, more analytical, more grumpy like me.
This work is soft, soft, soft.
It meanders along nicely in the ad break with complete invisibility and zero impact. I just saw it on the telly during HotSeat and it just sailed along below the radar like a Stealth fighter.
Most people are too stupid to take on the nice, nice human message. They need to have fear struck into them. Fear of consequences if they drive like idiots.
This work is only being praised because it’s by the kool kids at Klems.
Too subtle by half.