TAC wakes Victorians up to the risks of driving fatigue via Clemenger BBDO

21 May 2024

Creative Agency: Clemenger BBDO
Media Agency: OMD

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'With under five hours sleep, you’re four times more likely to crash'.

Sleepy drivers are getting a serious wakeup call in a campaign for Victoria’s Transport Accident Commission (TAC), via Clemenger BBDO.

It highlights a simple rule to discourage drivers from getting behind the wheel while tired in Victoria, where 16% to 20% of all fatal crashes can be attributed to fatigue.

The creative concept distills the complex science of sleep down to an unforgettable rule easy enough for anyone to remember, even when they’re tired: ‘With under 5 hours sleep, you’re 4 times more likely to crash.’

That basic tenet, which underpins the campaign, draws on recent Monash University research into the relationship between hours slept and crash risk.

Studies found that those who receive between four- and five-hours of sleep could experience a four times higher crash risk when compared to those who slept seven hours or more.

A hero film designed to jolt the audience to attention forms the core of the campaign. It follows a new dad on his journey home, ending with the campaign tagline, ‘Driving tired? Wake up to yourself'.

Assets rolling out across other channels include OOH with striking imagery, bespoke social films targeting new parents, shift workers and university students, and shock-heavy radio spots that use relatable scenarios to deliver key messages.

Transport Accident Commission CEO Tracey Slatter said lack of sleep can dramatically affect people's ability to drive safely.

"This campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive," she said.

Clemenger BBDO ECD Richard Williams said too often, drivers dismiss their own fatigue because they have no way of measuring it.

"Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work," he said.

Clemenger BBDO strategy partner Mike Ronkoske said most people know they can’t drive with a blood alcohol concentration (BAC) of 0.05 or more.

"Now there’s a BAC for sleep—less than 5 hours sleep could kill you. It’s a rule to live by.”

The campaign runs until June 30 and targets all Victorian drivers, with a particular focus on males aged 18 to 39 and those who are more likely to drive while tired.



Client: TAC

Senior Manager, Marketing & Media: John Thompson

Team Manager, Marketing & Advertising: Nardia Brancatisano

Campaign Manager, Marketing & Advertising: Katrina Nedeski

Former Campaign Coordinator, Marketing & Advertising: Gemma Radbourn


Creative Agency: Clemenger BBDO

Executive Creative Director: Richard Williams

Junior Art Directors: Ben Bryan & Nathan Va

Junior Copywriter: Ben Hall

National Traffic Manager: Karen Kushinsky

Strategy Partner: Mike Ronkoske

Managing Partner: Jason Melhuish

Group Business Director: James Kerr

Business Manager: Tom von Stieglitz

Account Executive: Caitlin Jackson

Production Director: Lisa Moro

Senior Broadcast Producers: Alana Teasdale & Jo Howlett

Producer: Amalia Makris

Senior Editors: Jennifer Cahir & Andy Packer

Film Executive Producer, MADE THIS: Ainslee Littlemore

Directors, MADE THIS: Jay Topping & Thomas Pollard

Lead Producer, MADE THIS: Callum Smit

Digital Executive Director: Claire Bisset

Lead Digital Designer: Justin Tumilaar

Digital Producers: Meera Srikanth & Rumi Guo

Digital Developer: Andy Bui Head of Studio: Matt Gauci

Retoucher: Mike McCall

Finished Artists: Craig Jacques, Sam Tsui & Aseem Rishi


Film Production: Good Oil

Director: Nathan Price

Executive Producer: Simon Thomas

Producer: Claire Richards

DoP: Germain McMicking

Casting Director: Amy Mete, Nick Hamon Casting

Production Designer: Lucinda Thomson

Offline Editor: Jack Hutchings, The Editors

Post Production House: Alt VFX

VFX Supervisor/Flame Artist: Dave Edwards

Post Production Producer: Celeste Fairlie

Colourist: Fergus Rotherham

Music: Antony Partos, Sonar Sound House: Squeak E Clean

Executive Producer: Ceri Davies

Sound Design: Paul Le Couteur & Cam Milne


Photography Production:

Photographer: Christopher Tovo

Producer: Andrew Zappia (99 Productions)

Digi Op: Jake Lowe & Ilona Savchenko

Camera Assistant: Liam Cullinane


Media Agency: OMD

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