TAC X AFL VICTORIA
The Towards Zero Round
This year, the road toll was up 56% from 2018, with local communities vastly overrepresented. As part of their sponsorship with AFL Victoria, the Transport Accident Commission (TAC) wanted to start a conversation around road safety in local clubs for their inaugural Towards Zero Round.
So, we partnered with over 1000 clubs and gave their captains a new number to wear for the round, one that had never been worn on a footy field before: Zero. We then held special jumper presentations for the new number, where club members directly affected by the road toll told their stories. Every club was sent their captain’s new jumper in bespoke packaging, as an invite to host and film their own presentation, starting the conversation within their community. 1000 jumpers were worn, 1000 presentations held and 1000 conversations sparked. The campaign garnered over 46 million impressions online and was picked up by every major news station in the country.