TAC campaigns receive global accolades in Cannes

19 Jun 2014

The Transport Accident Commission (TAC) has been thrust into the global marketing spotlight, taking out two campaign awards in France.

Last year’s Ungiven Gifts display was the only Australian campaign recognised with a Gold Lion at the Cannes Lions 2014 in the Promo and Activation category.

The TAC also took home a Bronze Lion for its Support the Drive to Wipe off 5 campaign. Both were brought to life with the assistance of Graffiti and Grey Melbourne.

The awards were presented as part of the Cannes Lion International Festival of Creativity, recognising the world’s most effective and creative advertising and marketing campaigns.

TAC Chief Executive Officer Janet Dore said the awards were fantastic recognition for a year in which Victoria achieved a record low road toll (242), the eighth successive year the state’s annual road toll has fallen.

“We are always looking for new and innovative ways to engage Victorians in how we can all stay safe on the roads,” Ms Dore said.

“These awards help reinforce Victoria’s and TAC’s reputation as a worldwide leader in road safety and we'll continue to push for every Victorian's journey to be a safe one.

“The Wipe Off 5 campaign and community roadshow and the Ungiven Gifts installation were two of our key community engagement campaigns for 2013 and we're delighted that they have resonated with the international community.”

This follows the Decade of Action Award the Victorian Government received last month from the Global Road Safety Commission, further entrenching Victoria’s reputation as a worldwide road safety leader.

The TAC embarked on its Wipe off 5 statewide roadshow last August, encouraging Victorians to stick to the speed limit at all times, while Ungiven Gifts provided a sombre reminder prior to Christmas of the impact of losing a loved one.

This was conveyed through a poignant display of 210 ‘whited out’ gifts on the steps of Melbourne’s State Library, representing the number of people who had lost their lives on Victorian roads to that date in 2013.

Ungiven Gifts

Wipe off 5

Ungiven Gifts was a moving display outside Melbourne's State Library in the lead-up to Christmas

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Support the Drive to Wipe off 5 took to the road last August and engaged tens of thousands of Victorians in regional and metropolitan areas

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