Cannes Lions

ROAD SAFETY ROUND

GREY MELBOURNE, Melbourne / TRANSPORT ACCIDENT COMMISSION / 2012

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Overview

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Credits

Overview

Execution

Geelong and North Melbourne are 2 top AFL clubs. Their coaches, who happen to be twins, spearheaded the main media campaign that launched on TV and drove people to Facebook to swear a Blood Oath.The 2 clubs activated Blood Oath at separate games in front of 80,000 people with run-through banners, cheers squads and promotions. Other sponsors including Coke and Ford were also enlisted.The key was to get local clubs involved. A partnership with AFL Victoria reached them online and encouraged them to enlist as many oaths among their players and supporters as possible. Cash prizes were awarded to the clubs with the most oaths.

Outcome

The TAC endorsed Blood Oath as a success beyond their expectations. The promotion and idea of looking out for one’s mates lives on in local clubs who continue to actively promote the message.995 of 1,163 (85%) of local clubs took part.There were 2,169,357 interactions over a 3-week period.Over 68,000 people participated on Facebook.The value of the coverage in the media added some $600,000 to the campaign.Blood Oath contributed to a record low Victorian road toll in 2011.

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