With former AFL footballer Mitch Wallis.
TAC is calling on Victorians to come forward with stories of losing a loved one or suffering a life-changing injury in a campaign via alt/shift/.
Alt/shift/ worked with visual artist, Maximillian Malone.
“Working with both the families and our artist, Max, you really see just how much bravery it takes to share and portray these stories,” said alt/shift/ group creative director Anna Fullerton.
“It takes real courage to turn grief into something that might help someone else. That strength is at the heart of this campaign – and we hope everyone who shares their story as part of it feels just as supported and heard.”
The centrepiece of the campaign creative is a series of curated collages, memorialising the lives of three people lost on Victoria roads: Bella, Philip and Tony.
Alt/shift/ also worked with Victorian journalist, Jacqui Felgate, to create a series of video interviews featuring Bella’s parents, Linda and Leigh, and former AFL footballer, Mitch Wallis.
TAC CEO Jacqui Sampson said The Hardest Share is important in supporting Victorians to share their stories to influence positive behavioural change on our roads.
“The ripple effects of road trauma are devastating and far-reaching,” said Sampson.
“Through The Hardest Share, our goal is to encourage people to open up, share their stories of personal loss and hopefully prevent others from experiencing road trauma in the process."
Campaign Credits
Client: The Transport Accident Commission (TAC)
- Michael Knox – Team Manager, Marketing and Advertising
- Angela Hann – Senior Manager, Marketing, Sponsorships & Engagement
- Leanne Di Battista – Campaign Manager, Marketing & Advertising Communications Division
- Holly Woodhouse – Campaign Coordinator, Marketing & Advertising Community Division
Agency: alt/shift/ (Behavioural Change Division)
- Elly Hewitt – Director & National CEO
- Anton Standl – Director
- Anna Fullerton – Group Creative Director
- Andy Segal – Senior Creative/Copywriter
- Zoe Marron-Davies – Art Director
- Sophie Truter – Head of Integrated
- Damian Davitt – Head of Social & Digital
- Madeline Garisto – Senior Account Director
- Paula Cardamone – Account Manager
- Shanya Sylvester – Account Coordinator
- Uttara Rallabandi – Social Account Executive
Production
- Producer: Jess Lucas
- Visual Artist: Maximillian Malone, That Paper Joint
- DOP: Jesse Lane
- Sound Recordist: Jarrod Otten
- Post Production: Full Stack Films
- Photography: Peter Ingamells
- Animation: Michael Patton
