The Transport Accident Commission (TAC) is putting barbers and hairdressers in the driving seat in a seatbelt-focused road safety campaign via Think HQ.
The ‘Cut, Colour, Click’ initiative’s tagline, ‘Seatbelts keep us together’, taps into the importance of community and family, and reinforces the campaign’s message for all Victorians - seatbelts keep us together, but only if everyone buckles up.
“This is a textbook example of how Think HQ’s unique integrated offer can be leveraged to connect with Victorians directly in the communities where they live, work and play - and get their hair done,” said Think HQ founder and managing director Jen Sharpe.
“It is facilitating the safety conversations we need to have in a meaningful way - through authentic dialogue and real, direct one-to-one engagement.”
Think HQ produced all the creative assets in 10 languages and developed a multilingual campaign microsite that housed all the campaign assets including downloadable social tiles, posters, infographics, fact sheets and conversations starters.
The initiative is live across Victoria.
“The TAC is always looking for new and innovative ways to engage with all corners of the community on the actions we can all take to keep ourselves and others safe on the roads – like wearing a seatbelt,” said TAC head of community Jacqui Sampson.
“Working with Think HQ and CultureVerse has helped the TAC show up differently and amplify critical messages through trusted channels that are not typical but highly impactful and scalable.”
CREDITS
TAC:
Acting TAC CEO: Jacqui Simpson
Team Manager: Michael Knox
Senior Manager Marketing: Angela Hann
Campaign Manager: Michaela Clayton
Campaign Coordinator: Holly Woodhouse
Advisor | Media Relations & Corporate Affairs: Alex White
Think HQ:
Founder and Managing Director: Jen Sharpe
Head of Creative Strategy: Lisa Gumbleton
Client Director: Laura Kennewell
Creative Director: Sam McCarron
Art Director: Camilo Suarez
Copywriter: Mie Sorensen
Designer: Tina Tran
Producer: Callum Yeo
Group Head of Strategic Communications & PR: Luke Holland
Account Director: Chloe Tran
Senior Account Executive: Miko Hernandez
Account Coordinator: Leon Kuhlmann
Account Coordinator: Hayley Naidu-Fernandez
Chief Technology Officer: Oliver Laude
Digital Project Manager: Brogan Palmer
Front End Developer: Thuan Le
Chief Audiences Officer: Jessica Billimoria
Head of Language Services: Cameron Darke
Language Services Project Manager and Analyst: Anna Wang
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