Victoria’s Transport Accident Commission (TAC) has confirmed it will plough millions of dollars into the creation of a reality television series designed to educate the public about car accidents and road trauma.
Five episodes of the eight-part series, called Sudden Impact, have been produced and will appear on the Nine Network at the closure of the Olympic Games, around the end of August.
Sudden Impact, which is similar in style to New Zealand’s Serious Crash Unit and the Seven Network’s Medical Emergency, will count towards the last quarter of the ratings period for Nine. Reality TV has been rating well for Nine this year, with Ramsay’s Kitchen Nightmares and Deadly Surf both strong performers.
Reality television shows often rate particularly well with young viewers, which is exactly who the TAC spends millions of dollars per year trying to educate about road safety.
NSW’s Roads and Traffic Authority (RTA) has taken a far different approach to public education. The hugely successful “Pinkie” campaign, created by Clemenger BBDO, deliberately avoided shock tactics and instead focused on the social consequences of speeding, symbolised memorably by the pinkie-finger sign.
John Thomson, marketing director of the TAC, said he could not yet reveal details about the prime-time television series, but did say he preferred the series to be called “factual programming” than reality television.
The TAC’s move comes just months after launching its biggest-ever television ad campaign to promote road safety. The poignant three-minute TVC “Pictures of You” which launched in February, features people holding photos of loved ones lost in car accidents on Victorian roads.
The campaign, including cut down versions of the epic TVC and outdoor and radio executions, was created by Grey Melbourne, which has held the TAC account since the organisation was established in 1989.
It is believed the Pictures of You campaign will continue to air.
The TAC spends $30 million a year on advertising and public education.
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