Isobar has teamed up with VicRoads to create a new awareness campaign aimed at improving behaviour on Victorian roads. Travel Happy – Share the Road will use positive messages to highlight how each road user’s mood and behaviour can impact road safety for everyone.
Konrad Spilva, managing director, Isobar Australia, said the campaign aims to shift attitudes of road users, build confidence and most importantly, increase mutual respect on our roads.
“There’s nothing quite like the warm and fuzzy feeling you get when you help out a fellow human being – or they help you out. We wanted to capture that sentiment to encourage Victorians to help everyone get from A to B in a safer, happier way,” said Spilva.
VicRoads’ director of vehicle and road use policy, James Holgate, said Travel Happy – Share the Road is an innovative behaviour change campaign.
“Unhappy road users are more likely to be aggressive and lack compassion for others. This can lead to frustration and anger which can lead to risky behaviour,” said Holgate.
“Travel Happy – Share the Road encourages motorists, cyclists, motorcyclists, truck drivers and pedestrians to look out for each other on the roads to make travelling happier, more courteous and safer for everyone.”
The campaign is being launched via a series of Travel Happy activations that will specifically speak to each road user group. The events will promote the campaign’s positive messages and road users will be invited to pledge how they will travel happier and help others to do the same. The Travel Happy Van will head out and about across Victoria to promote safe and happy journeys and mutual respect on the roads.
Isobar is working with Dentsu Aegis Network partners Mitchells, Haystac and ApolloNation to deliver all the campaign elements which include activations, a dedicated campaign website, advertising and information collateral and media and PR activity. The campaign will be rolled out over four phases through to 2018.
Agency: Isobar Australia
Client: Vic Roads
Executive Creative Director: Dave Budge
Group Account Director: Tim Den-Braber
Senior Strategic Planners: Izzy McKenna & Gianna Wurlz
Account Director: Julia King
Account Manager: Tish Tambakau
Producer: Jessica Snell
Senior Art Director: Tom Kearney
Copywriters: Emma Park & Luke Falkland-Brown
Design & 2D animation: Tim Hobday
3D Modelling: Chris Erickson / Topic Visual
Senior Front End Developer: Sean Kinread
Front End Developer: Joel Stewart
Video Production: 500 Media
Activation Agency: Apollo Nation
Public Relations: Haystac