Nova Partners With NSW Government

Nova Partners With NSW Government
SHARE
THIS



Nova 96.9 has partnered with UM, GPY&R and Transport for NSW to create the first live show dedicated to educating drivers of the risks of driving tired and help them make smarter choices to avoid doing so.

Fatigue is second to speeding in its contribution to death and injury on NSW roads, that’s why it’s important to help to address it.

Programmed to air in a timeslot that will target drivers when they may be feeling tired,The Late Shift launched on Monday 7 March from 1am to 6am.

Nova, UM, GPY&R and Transport for NSW have developed a unique and interactive radio show, working alongside behavioural and sleep experts, to be hosted by Nova’s Jimmy & Nath, to change perceptions of the risk of driving tired and provide drivers with strategies to combat driving tired.

Jimmy & Nath, will have special guests in studio to discuss and explore weekly themes and the show will allow drivers to interact live on air, in real time, with the team.

Andy Milne, NOVA Entertainment’s head of creative services said, “When Transport for NSW shared with us the shocking statistics around driver fatigue and the effects on safety, we knew we had to do something to raise awareness in a relevant and unexpected way.

“This is where the idea of a dedicated, nightly radio show – committed to raising awareness when it matters most – between 1am & 6am, came from! We needed the insights and creative support from Transport for NSW, UM and GPY&R to make the idea a reality and have loved working closely with the group to bring it to life.”

Transport for NSW Centre for Road Safety executive director Bernard Carlon said, “The beauty of The Late Shift is that it speaks directly to people we know are at a higher-risk of driver fatigue, late at night and in those early hours when they may be feeling tired – for example nurses, hospitality workers or tradies.

“Statistics show more than half of all fatigue related crashes occurred on metropolitan roads from 2012-2014. This shows tiredness can affect you on any length trip, not just when travelling on country roads, or when driving to and from holidays.”

Sophie Price, chief strategy officer at UM said, “It’s been an incredibly collaborative project. We love this idea because through our Creative Connections platform it has unlocked a new shared bond to engage with our audience when they’re likely to be driving tired on short trips.”

Due to the number of drivers travelling between Gosford and Sydney in the early hours, The Late Shift will also be heard on Star 104.5 from 3am to 6am.

Nova has previously run community initiatives tackling topics ranging from depression, bullying, youth homelessness and ecstasy but this is the first time an eight week series, airing five days a week, has been created and dedicated to raising awareness and providing advice on an important road safety issue affecting the community.

Please login with linkedin to comment

Fairfax

Latest News

Women In Print Starts New Chapter & Finds New Home
  • Media

Women In Print Starts New Chapter & Finds New Home

Women in Print has re-launched itself this week to take on the year, and future ahead. A refreshed brand, website, calendar and team are leading the way with Women in Print also announcing a new partnership with The Real Media Collective. A new look, new management and new focus – Community, Knowledge, Network and Support […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.

ScoMo Rules Out TikTok Ban
  • Technology

ScoMo Rules Out TikTok Ban

ScoMo rules out TikTok ban, as Albo releases his latest unicorn, fairy dance video complete with cascading rainbows.

by B&T Magazine

B&T Magazine
Outdoor Industry Unites For Global #OurSecondChance Campaign
  • Campaigns
  • Media

Outdoor Industry Unites For Global #OurSecondChance Campaign

The global Out of Home (OOH) industry has today launched a campaign #OurSecondChance. The campaign asks simple questions about how we can make the most of the positive opportunities that have arisen out of the pandemic. Broadcast on OOH signs around the globe #OurSecondChance is collaboration between World Out of Home Organisation (WOO) and the […]

batyr & UM Take ‘Run For The Herd’ Virtual
  • Campaigns

batyr & UM Take ‘Run For The Herd’ Virtual

With the COVID-19 crisis affecting all crowd-based activities, youth mental-health charity batyr has devised the first-ever Run for the Herd Virtual Festival partnering with media business UM to bring the virtual event to life.  With the City2Surf event in Sydney, normally a big fund-raising opportunity for batyr, postponed this year, batyr has created a virtual event and with the support of UM are encouraging […]

QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]