TAC & Taboo Urge Victorians To Make Roads Safer This Christmas With Ribbons

TAC & Taboo Urge Victorians To Make Roads Safer This Christmas With Ribbons

Victoria’s Transport Accident Commission (TAC) and Taboo have created a high-impact, interactive campaign encouraging all Victorians to play their part in making roads safer around Christmas.

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The ‘This Christmas’ activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on and off the roads.

The public is invited to enter the space and choose a message that resonates with them, which they can either wear or attach to a bag or keyring, or give to friends and loved ones.

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Along with the physical ribbons, people will have an opportunity to create and share their own personalised commitment messages via a Pixta Pod media wall.

The activation was produced in collaboration with award-winning Melbourne artist Ash Keating.

Keating’s work has been extensively exhibited in galleries both locally and internationally including the NGV, MONA, Melbourne’s NOTEL, Splendour in the Grass, the Museo de Arte Contemporaneo, Santiago, Chile and many more.

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Taboo creative director Nick Jamieson said: “We felt there was something very powerful in using the words of real Victorians to remind each other that we all need to do our part in order to keep the roads safe this Christmas.

“This activation highlights TAC’s commitment to making road safety a shared responsibility and taps into the common emotions we all share over this period.

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“Amongst the backdrop of communal stress and hurry, we want to get the community to stop and realise that, despite our diversity, we’re all connected by a deep desire to have a safe and happy festive season.”

Awarded to Taboo via a competitive pitch, the scope of work included strategy, creative, design and event production.

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The campaign launches today Friday 7 December in Southbank’s Queensbridge Square with the regional activation tour commencing from Sunday 16 December in Geelong.


Client: TAC

Partnership project advisor: Sarah Henderson

Agency: Taboo

Creative director: Nick Jamieson

Art director: Steph Kitchin

Copywriter: Claudia Sarosiek

Producer: Hannah Cleary

Strategy director: James Mackinnon

Senior account director: Kate Prowse

Senior account manager: Suzi Williamson

Account executive: Chloe Herbert

Production partner: Moth Design

Director: Kate Hannaford

Producer: Etta Curry

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