Clemenger BBDO Melbourne’s new campaign for Victoria’s Transport Accident Commission is not a TVC, nor a poster, nor a bus bike. It’s a car door handle cover.
The textured cover, called the Rider Reminder, can stick on the inside of a car door handle. It feels like a rubber bike handle and acts as an on-the-spot reminder for motorists and their passengers to watch out for cyclists before they open the car door.
Car door incidents, involving drivers and passengers opening their doors in front of approaching cyclists, have been blamed for two cyclist deaths and hundreds of injuries in Victoria in recent years.
The Rider Reminder is free and is available in bike shops and selected cafes across Melbourne.
It has gained the support of Tour de France winner, Cadel Evans, who commented, “It’s so easy for us to be in a rush and jump out of our car but at the same time, as a cyclist, the consequences are costly. A bike grip on the inside of your car door before you open the door is a good reminder.”
TAC senior road safety manager Samantha Cockfield added, “Our goal is to raise awareness of the issue and give motorists and passengers a bit of a nudge at that crucial point before they step out of their vehicles. There are many different types of road users and we are constantly trying to find innovative ways of reminding people that they share the roads.”
Rider Reminder is one of several ideas by Clemenger BBDO Melbourne for TAC. Clems behavioural planner, Matt Pearce, explained, “In order to continue to reduce trauma on Victorian roads, and ultimately reach the goal of zero deaths and serious injuries, we need to find lots of different ‘nudges’ that help remind people of the role they can play in contributing to that goal.”
Credits:
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
Executive creative director: Ant Keogh
Creative director: Stephen De Wolf
Senior Creatives: Elle Bullen & James Orr
Director of design: Jake Turnbull
Senior planner: Matt Pearce
Managing partner: Lee Simpson
Group account director: Naomi Gorringe
Senior account manager: Jarrick Lay
Head of print production: Sharon Adams
Senior producer: Craig Bulman
