TACBand Together
- Campaign
For decades, black armbands have been worn on the field to honour a death in the community. In 2020, for TAC and AFL Victoria’s Road Safety Round, we created a new kind of armband, one for everyone in the community to wear their support and band together to eliminate deaths and serious injuries on the road. These bands were available at local football clubs and were handed out to anyone who wanted to get behind the cause.
To launch the ‘Band Together’ campaign, voices from the community came together to tell their story on film, including AFL legend Brett Ratten, who tragically lost his son Cooper to a road accident in 2016. The TVC also includes a mother, local shop owner, policeperson, local club captain and coach, speaking alongside the St Kilda Senior Coach.
The ‘Band Together’ campaign spanned TVC, Radio, OOH, Social, Digital and Activation with over 700,000 wearable armbands and 1,250 Victorian football and netball clubs participating.
The band, which was worn over four weekends of local metro and regional football, featured a QR code housing an ever-growing number of stories from the community on why road safety matters and why they’re wearing their support. When scanned, a randomised video was automatically played. With every scan, a new reason appeared.
Community members could upload their own story by using #tacbandtogether, helping to create more than just a wearable message, but a hub of personalised videos reminding them that we all have a reason for wanting safer roads.
