The Transport Accident Commission and The Police in Victoria were looking for effective ways to use digital media and social networking to promote road safety to young Victorians.
We created the ROADSMARTS Program which saw a cross section of Australian acts playing live in venues across Victoria include road safety messages as part of the marketing activated around their live shows.
Artists were asked to include messages ‘in their own words’ taking perspectives on road safety they were comfortable with.
The Artist’s road safety messages appeared on their own Facebook sites as well as within other media channels we activated.
A special ROADSMARTS App was also created to support the program and a partnership with Beat magazine and Beat.com ensured ROADSMARTS connected with our extensive live music community across Victoria.