Gemba has worked with Transport for NSW and NSW Rugby League to launch a road safety campaign starring Greg Alexander and Brad Fittler.
Transport for NSW has partnered with NSW Rugby League to launch Knock-on Effect, a road safety campaign starring Rugby League legends and NSW Blues coaches Greg Alexander and Brad Fittler.
The three-minute film, created by specialist sport and entertainment agency Gemba, sees both rugby stars share their personal stories about the tragic road death of Greg’s brother, league star Ben, in 1992.
The video highlights the devastating affects the fatal car crash had on their lives, the lives of their families’ and the broader rugby league community.
"At the core of our campaign are two incredibly respected individuals who appeal to an often difficult-to-reach male audience," Gemba Executive creative director Boyd Hicklin says.
“These two men are big personalities within rugby league, both so heavily involved in the leadership of young men. The fact that Greg and Brad share with us this very relevant and moving story, from nearly 20 years ago, makes it all the more powerful today. Their openness and honesty meant that we could create something very human and very real. Respect to them both.”
Partnering with NSWRL and the NSW Blues to harness their community reach and deliver an important road safety message at a local level, Gemba and Transport for NSW first developed the Knock-on Effect campaign back in 2017.
This year’s campaign continues to emphasise the fact that one mistake on our roads can have long-lasting and far-reaching impacts.
Getting behind the Knock-on Effect campaign again this year, Fittler believes the campaign demonstrates how profound the impact a single decision on the road can have on an entire community.
“Too many people are dying or being seriously injured on our roads and it’s having a devastating ‘knock on effect’ on families and local communities,” he says.
Directed by Kyra Bartley of Finch, the campaign is set to run across social and on Transport for NSW and NSW Rugby League’s owned channels.