6 years of keeping Victorians safer on our roads

The Transport Accident Commission (TAC) is a Victorian Government statutory agency with a remit to promote road safety, support people who have been injured on our roads and help them get their lives back on track. The TAC has been an ongoing partner of Convenience Advertising for over 6 years and continues to run a range of public safety campaigns, keeping Victorians safer on our roads. 

1,266 people died on Australian roads in 2023, including 294 fatalities in Victoria. With the aim of promoting positive road safety behaviour and reducing the incidence of road trauma, the TAC needs to reach all corners of Victoria with relevant safety messages to drivers most at risk.

Reducing driving while under the influence of alcohol, drugs and fatigue are critical areas of focus.   

The TAC runs a range of road safety campaigns throughout the year, with increased bursts of specific messaging around Victorian public holidays, when more drivers are on the road and the risk of road accidents is higher.

Reaching drivers at the point of risk
Very few media channels have the ability to reliably reach drivers at their point of risk - for example, people who may be drinking alcohol, taking drugs, or driving while fatigued - which is why Convenience Advertising's bathroom network in pubs, clubs, driver rest stops and service stations (including in rural areas and popular holiday spots) has proven such a powerful road safety messaging channel.  

Audience-based messaging
Placing road safety messages in the bathrooms of these venues allows the TAC to reach specific target audiences directly, as well as segmenting campaign messages by gender, location and demographic (including culturally and linguistically diverse communities), thereby maximising message relevance for each audience. 

Maximum recall
The private, undistracted bathroom setting with 2 minutes of audience dwell time (and 70% minimum recall rate) is not only conducive to behaviour change, but allows the audience an opportunity to engage with a message in a measurable way through tools such as QR codes. 

Geo targeting
The TAC regularly runs geo-targeted bathroom messaging campaigns through the Convenience Advertising bathroom network, for example in proximity to events such as the Moto GP, accident black spots, main arterial travel routes and popular holiday destinations across Victoria. 

“Convenience Advertising has been an important component of our media channel mix for many years now. The reason for that is simple: they have a consistent ability to ensure our road safety messages reach their specific target audience in an impactful and timely way." 

– Nardia Brancatisano, Team Manager, Advertising & Marketing, Transport Accident Commission 

Over the last 6 years, Convenience Advertising has been running continuous campaigns targeting the TAC’s key audiences to effect behaviour change. These campaigns have taken many creative forms, across various geographies, demographics, venue types and times of year. 

Drink Driving

TAC messaging in during the Christmas period, placed in licenced venues. 

Posters:

Coasters:

Motorcycle Safety 

TAC messaging placed in licensed venues, cafes and service stations during October, aligning with the Moto GP. This geo-targeted campaign ran specific creative in venues in close proximity to the Moto GP in Phillip Island, with alternative creative running in venues along popular motorcycle and arterial routes across Victoria. 

Fatigue / Drowsy Driving 

TAC messaging placed in various venues including service stations, shopping centres and licensed venues during the Easter holiday period, targeting road users on long drives. 

How Safe Is Your Car  

TAC messaging placed in various venues including service stations, shopping centres including their parent rooms, tertiary education campuses and licensed venues. This placement allowed the TAC to target parents of young families, students and tradespeople, encouraging them to scan the QR code to find out the safety rating of your current or prospective car.