Victoria’s Transport Accident Commission (TAC)’s relentless task of getting drivers to take road safety seriously continues. Clemenger BBDO is giving sleepy drivers a serious wakeup call in a new campaign that condenses all the science that could be thrown at drivers into one easily digestible, easily remembered fact – “With under 5 hours sleep, you’re 4 times more likely to crash.”
In Victoria, 16% to 20% of all fatal crashes can be attributed to fatigue.
That basic tenet, which underpins the entire campaign, draws on recent Monash University research into the relationship between hours slept and crash risk. Studies found that those who receive between four- and five-hours of sleep could experience a four times higher crash risk when compared to those who slept seven hours or more.
The hero film is designed to jolt the audience to attention. It follows a new dad on his journey home, ending with the campaign tagline, Driving tired? Wake up to yourself.
The film is supported by OOH with visually striking imagery, social films targeting new parents, shift workers and university students, and shock-heavy radio spots that use relatable scenarios to deliver key messages.
Transport Accident Commission, CEO, Tracey Slatter,stated,“Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive.”
Clemenger BBDO executive creative director, Richard Williams,added, “Too often, drivers dismiss their own fatigue because they have no way of measuring it. Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work.”
Clemenger BBDO strategy partner, Mike Ronkoske, commented, “Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep—less than 5 hours sleep could kill you. It’s a rule to live by.”
The campaign runs until June 30 and targets all Victorian drivers, with a particular focus on males aged 18 to 39 and those who are more likely to drive while tired.
Credits
Client: TAC
Senior Manager, Marketing & Media: John Thompson
Team Manager, Marketing & Advertising: Nardia Brancatisano
Campaign Manager, Marketing & Advertising: Katrina Nedeski
Former Campaign Coordinator, Marketing & Advertising: Gemma Radbourn
Creative Agency: Clemenger BBDO
Executive Creative Director: Richard Williams
Junior Art Directors: Ben Bryan & Nathan Va
Junior Copywriter: Ben Hall
National Traffic Manager: Karen Kushinsky
Strategy Partner: Mike Ronkoske
Managing Partner: Jason Melhuish
Group Business Director: James Kerr
Business Manager: Tom von Stieglitz
Account Executive: Caitlin Jackson
Production Director: Lisa Moro
Senior Broadcast Producers: Alana Teasdale & Jo Howlett
Producer: Amalia Makris
Senior Editors: Jennifer Cahir & Andy Packer
Film Executive Producer, MADE THIS: Ainslee Littlemore
Directors, MADE THIS: Jay Topping & Thomas Pollard
Lead Producer, MADE THIS: Callum Smit
Digital Executive Director: Claire Bisset
Lead Digital Designer: Justin Tumilaar
Digital Producers: Meera Srikanth & Rumi Guo
Digital Developer: Andy Bui
Head of Studio: Matt Gauci
Retoucher: Mike McCall
Finished Artists: Craig Jacques, Sam Tsui & Aseem Rishi
Film Production: Good Oil
Director: Nathan Price
Executive Producer: Simon Thomas
Producer: Claire Richards
DoP: Germain McMicking
Casting Director: Amy Mete, Nick Hamon
Casting Production Designer: Lucinda Thomson
Offline Editor: Jack Hutchings, The Editors
Post Production House: Alt VFX
VFX Supervisor & Flame Artist: Dave Edwards
Post Production Producer: Celeste Fairlie
Colourist: Fergus Rotherham
Music: Antony Partos @ Sonar
Sound House: Squeak E Clean
Executive Producer: Ceri Davies
Sound Design: Paul Le Couteur & Cam Milne
Photographer: Christopher Tovo
Producer: Andrew Zappia (99 Productions)
Digi Op: Jake Lowe & Ilona Savchenko
Camera Assistant: Liam Cullinane
Media Agency: OMD
