Powerful campaign re-imagined ahead of the festive season

Published date: 15 Dec 2022

A re-created car crash scene has been set-up in popular Melbourne suburb, St Kilda, as part of a Transport Accident Commission campaign reminding people to drive safely this holiday season.

The TAC joined Victoria Police today to deliver a summer-holiday road safety message and launch the display, which is an extension of the enforcement-focused road safety campaign, The Lucky Ones Get Caught.

The campaign comes as the number of people killed on Victorian roads this year sits at 236, a significant increase on the 219 lives lost at this time last year and already surpassing last year’s total of 233.

TAC Head of Road Safety Samantha Cockfield said authorities were calling on Victorians to play their role in keeping the roads safe this holiday season, with millions expected to travel across the state to visit family and friends

“This Christmas, more than 230 families across Victoria will mourn the tragic loss of a loved one due to road trauma. It is up to all of us to make good decisions when behind the wheel and help keep the roads safe for everyone.”

“We’re asking all road users to slow down, put the phone away, wear a seatbelt, and don’t drink or drug drive – it’s never worth the risk.”

The Lucky Ones Get Caught is a thought-provoking campaign, highlighting the tragic reality of dangerous driving and the critical role police play in preventing road trauma.

The campaign’s powerful television advertisement was re-launched earlier this month showing a young family in a car with the driver intermittently speeding. After narrowly avoiding being caught by police, the driver becomes distracted, loses control and they roll down an embankment.

The display in St Kilda features the wreckage of the car from the ad, with onlookers asked to scan QR code to watch the scene before them rewind until the car is back on the road, where an alternate ending shows the lucky driver being ‘caught’ before disaster strikes.

“Unlike this campaign, in reality, we don’t have the option to press rewind when something goes wrong on the roads – make sure you’re thinking ahead and consider the impact of your actions on yourself and others.” Ms Cockfield said.

“Victoria Police are out on our roads in full force, protecting us and making sure we all get home safe. If you choose to take risks and put people in danger, you will be caught.”

The activation will also be home to a live vigil each evening, remembering those killed and injured on Victorian roads.

The display will be at St Kilda’s South Beach Reserve from the 15– 17 December, before moving to Ballarat’s Bridge Mall from the 19 – 20December.

Victorians can expect to see The Lucky Ones Get Caught advertising campaign across TV, billboards, radio and digital platformsthroughout the holiday season until the end of January.

Find out more and experience Press Rewind from home.

The TAC acknowledges that this campaign may be triggering for some people – if you or someone you know has been affected by road trauma and needs support, please contact Amber Community on 1300 367 797 or visit ambercommunity.org.au