Graffiti Group Serves Up Road Safety Campaign For Aussie Open Fans

Graffiti Group Serves Up Road Safety Campaign For Aussie Open Fans
SHARE
THIS



Brand activation agency Graffiti Group has been enlisted as part of the Transport Accident Commission’s efforts to highlight the dangers of pedestrian distractions at this year’s Australian Open.

A new partnership between the TAC and Tennis Australia has pedestrian road trauma firmly in its sights after 2014 saw a 22 per cent increase in pedestrian deaths.

Graffiti has collaborated with the TAC to deliver a range of experiential activities at the Open, highlighting the potential for a lapse of concentration when using mobile phones, music players or other sources of distraction to end in disaster.

PeoplesCourt-2

Under the tagline ‘Be on the Ball’, the campaign aimed to encourage the 700,000 tennis fans expected over the two-week event to consider their personal safety at all times when walking in public.

One of the major activities at this year’s Open has been the People’s Court. For the first time in Grand Slam history, 300 everyday tennis fans got to experience a once-in-a-lifetime opportunity to play on the same surface as their international tennis heroes. Show Court Five was renamed the People’s Court with fans selected via an online competition to play a 30-minute match in Grand Slam conditions; complete with ball kids, pre- and post-match interviews, a chair umpire and commentary. A professional camera crew was on hand to capture all the action and participants received a highlights package to share on social media.

Graffiti’s general manager, Kerrie Spaargaren, said the distractions theme was front and centre at the People’s Court and at a separate Distraction Free Zone where fans were encouraged to disconnect from technology.

The Distraction Free Zone takes the form of a fully air-conditioned enchanted garden where visitors can escape the heat and the distractions of everyday life.

“This time of the year is the busiest on Victoria’s sporting, social and events calendar and it doesn’t get much bigger in terms of profile than the Australian Open,” Ms Spaargaren said.

“Graffiti has created an unexpected activation campaign for TAC that delivers a distractions message that’s relevant and engaging to our target audience visiting the tennis”.

Please login with linkedin to comment

birthday Clemenger BBDO Sydney myth busters

Latest News

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
  • Advertising

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success

Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]

by B&T Magazine

B&T Magazine
Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Ashley Madison Shifts From Shock To Female Empowerment
  • Media

Ashley Madison Shifts From Shock To Female Empowerment

Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]

by B&T Magazine

B&T Magazine
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
  • Advertising

72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO

Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]

Clems Melbourne Snares Charlotte Stevens To Head Myer Business
  • Advertising

Clems Melbourne Snares Charlotte Stevens To Head Myer Business

Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine
Young woman watching TV in the room
  • Partner Content

Household Targeting’s Role In The Cookieless Future

In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]

Partner Content

by B&T Magazine

B&T Magazine
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]