Kids Will Drive Like Their Parents, Says TAC’s New Campaign

Kids Will Drive Like Their Parents, Says TAC’s New Campaign

The Transport Accident Commission (TAC) and Clemenger BBDO Melbourne have launched a new campaign emphasising a simple fact: How a parent drives now can strongly influence how their children drive later.

Titled ‘Strings’, the campaign is based on research that shows that children start taking in their parents’ driving behaviours at an earlier age than most people would expect.

Samantha Buckis, TAC Road Safety Project co-ordinator, says ‘Strings’ needed to find a way to empower parents to reflect on their own behaviour.

“Every time a parent gets behind the wheel, their children are watching their behaviour, both good and bad. By the time a child goes for their driving licence, their attitudes on the road have already started to form,” Buckis said.

This campaign marks a different approach for TAC, as ‘Strings’ does not depict a car accident or even use actual cars. Instead, characters are portrayed on a dark stage, with puppet strings representing the influence a parent has over their child’s future driving behaviour.

Clemenger BBDO Melbourne creative director Stephen de Wolf says the shoot was a highly complex operation.

“We designed an intricate rig that linked our father and son, with professional puppeteers directing our talent. The 60- and 30-second spots were filmed in single takes, so we required a perfectly timed and synchronised performance from both of them,” de Wolf said.

The campaign includes TV, OOH, print, digital, social and radio.




Please login with linkedin to comment

Clemenger BBDO Sydney do lectures Woolworths

Latest News

The Case For Nature: Let The Media & Advertising Industries Tell A Story & Tell It Well
  • Advertising

The Case For Nature: Let The Media & Advertising Industries Tell A Story & Tell It Well

Last year, Siddarth Shrikanth published The Case for Nature: Pioneering Solutions for the Other Planetary Crisis. Catherine de Clare caught up with him at the Jaipur Literary Festival in India this year. Shrikanth currently works as a director on the Investment team at Just Climate, a sustainability-focused investment fund chaired by former US vice president Al […]