The Transport Accident Commission
// Concept & Strategy //
Victoria’s Transport Accident Commission needed a whole new way to address driver distraction among millennials.
A documentary about us and our phones
The Transport Accident Commission needed to tackle an enormous problem: one in four Victorian road accidents were caused by driver distraction – with smartphones being the primary reason we take our eyes off the road. Given our habitual and borderline obsession with our phones, this project needed to go beyond telling people it was dangerous — it needed to spring from pop culture itself.
With creative agency TABOO, I helped create a documentary with an Academy Award-winning director, which gained international acclaim, a spot at Melbourne International Film Festival and a whole suite of surrounding content that embedded it in social media. This project has since gone on to spawn an annual film competition that’s also become part of a larger project with the Melbourne Museum.
Results:
Over 1,690 published stories reached our audience an average of 18 times.
A total audience of 15m+ as a result of the media coverage.
Additional reach of 10,643,765 through news sites and shared articles on social media.
Over 53,000 hits to the documentary website.
The documentary has been viewed over 23,00 times to date.
Over 2.6m total views on campaign videos (FB, YouTube and Instagram).
The documentary was picked up by every mainstream news channel in the country, becoming the top trending story on theage.com for an entire day. It also featured on a number of international news outlets.
The project was launched with an exclusive Q&A with director Eva Orner, set amidst a museum of mobile phones for guests to interact with, driving home the realisation that technology has evolved so quickly, we haven’t taken the proper time to consider how we should regulate mobile phone use.
It has since spawned a whole world of work with TAC, including installations in museums where teenagers can come and construct their own distracted driving films, has been featured in Victoria’s high school curriculum as well as creating an annual short film competition for young people.
