Victoria’s live music scene has a new interest: to keep fans safe on the roads. 15 artists have signed up to a new program developed by Mushroom Marketing in partnership with the Transport Accident Commission (TAC).
The Roadsmarts program harnesses the live music industry’s communication channels to share a road safety message.
Mushroom Marketing Managing Director Carl Gardiner said the Australian music industry used social networking, print and digital media and posters very effectively to promote artists and their live performances to fans.
“Now, musicians are sharing road safety messages through the Facebook page https://www.facebook.com/RoadsmartsGigs, at their live shows and also through a newly-developed smart phone app,” Mr Gardiner said.
“Roadsmarts has already had overwhelming support from the live music industry with 15 artists signing up for more than 30 gigs.”
“These artists see the risks people take on the roads when they are traveling to gigs. Roadsmarts provides them with a road safety voice – a chance to share messages in their own words that challenge reckless behaviour on our roads,” Mr Gardiner said.
TAC CEO Janet Dore said Roadsmarts was another way for the TAC to reach the key demographic of young people, who are most at risk on our roads.
“We’ve been communicating to young people through sport, films and music festivals for some time. Now, Roadsmarts is engaging live music fans across the state through regular online updates from their favourite artists,” Ms Dore said.
“With more than 14 million patron visits to live music gigs each year in Victoria (Victorian Live Music Census 2012) this is an important audience for the TAC to reach out to.
“It’s also a chance to focus on the role of the designated driver and the artists are supporting those who take on this responsibility to keep their mates safe,” Ms Dore said.
The Roadsmarts artist line-up includes The Little Stevies, British India and Spit Syndicate. The Cherry Bar, Ballarat’s Karova Lounge and Beat Magazine are also key supporters.
Roadsmarts gigs will be happening across Melbourne and regional Victoria. A full gig guide is in the Roadsmarts app that can be downloaded at http://shareableapps.com/roadsmarts/. This app can be shared with others via text message.
Delivering thought-provoking public education campaigns that improve people’s understanding of the role of drink driving in road trauma, is a priority action in Victoria’s new 10-year Road Safety Strategy. Find out more at roadsafety.vic.gov.au.