Transport Accident Commission: THE RIPPLE EFFECT by Grey Melbourne for Transport Accident Commission (TAC)

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Transport Accident Commission: THE RIPPLE EFFECT

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Industry Traffic safety
Media Promo & PR, Case study
Market Australia
Agency Grey Melbourne
Production Exit Films
Released June 2011

Awards

London International Awards 2011
Integrated Campaign Integrated Campaign Bronze

Credits & Description

RIPPLE EFFECT
Advertiser TRANSPORT ACCIDENT COMMISSION
Product ROAD SAFETY AWARENESS
Entrant GREY MELBOURNE, AUSTRALIA
Type of Entry: Product & Service
Category: Public Service, Charity & Fund Raising
Title: RIPPLE EFFECT
Advertiser/Client: TRANSPORT ACCIDENT COMMISSION
Product/Service: ROAD SAFETY AWARENESS
Entrant Company: GREY MELBOURNE, AUSTRALIA
Advertising Agency: GREY MELBOURNE, AUSTRALIA
Creative Credits
Production Company: EXIT FILMS Melbourne, AUSTRALIA
Name Position
Ant Shannon Executive Creative Director
Nigel Dawson Creative Director
Nigel Dawson Copywriter
Peter Becker Art Director
Sandi Gracin Agency Producer
Wilf Sweetland Producer
Mark Molloy Director
Rohan Zerna/Peter Sciberras/Jack Hutchings Editor
Phil Kenihan/Front Of House Sound Design/Arrangement
Iloura Post Production
Rem/Everybody Hurts Music
Randal Glennon/Marisa Jones Account Manager
Adam Arkapaw/Germaine Mcmicking/Ryley Brown/Ari Wegner Director Of Photography
The Butchery EditingCompany
Brief Explanation:
Speeding drivers are the biggest killers on Victorian roads. And while young drivers make up 13% of licence holders, they account for 27% of fatalities. We needed to get to these ‘invincibles’ with a new approach. And the evidence suggested that they would take note of a message that showed just how many people are affected by their moment of recklessness. It became ‘The Ripple Effect’. Luke Robinson died on March 28th 2010. 26 stories were told by those affected; they range from his immediate family, workmates, passengers in the car and close friends to the local newsagent, the mortician, and the police and emergency services. All were the real people involved. These commercials were scattered arbitrarily and the effect grew as viewers saw more and more of them. After two weeks this 3 minute commercial pulled all the stories together.