TAC X NBLWe're For Zero

As part of their sponsorship of the Melbourne United basketball team, the Transport Accident Commission (TAC) wanted to remind fans attending games that road safety is everyone’s responsibility. Rather than interrupt the action with a sombre message, we harnessed the energy and team spirit of the game to highlight the importance of working together to achieve the goal of zero deaths and serious injuries on our roads. Taking cues from the stadium environment, the action of the game and the players themselves, the campaign demonstrated that zero is absolutely possible if we all aim, drive and strive for it. The campaign film played at halftime, and was supported by stadium signage and social reinforcement.