Idea of the Year - Brand Impact
TAC Zero Jersey
CLIENT: Transport accident Commission
AGENCY: sdwm
PRODUCTION: airbag
![0003 [3 of 4] [31554__176619] Transport Accident Commission - TAC Zero Jersey.jpg](https://images.squarespace-cdn.com/content/v1/5bd8b302aa49a1fda50831fb/1573512487352-2S6TN9CZ37B4RE3JO3UK/0003+%5B3+of+4%5D+%5B31554__176619%5D+Transport+Accident+Commission+-+TAC+Zero+Jersey.jpg)
JURY comments
This powerful grassroots idea targets an often hard-to-reach regional market by focussing on the lifeblood of their community - their local footy club. It starts with a behaviour (get 1,000 footy club captains to change their jersey) and is then beautifully executed on all integrated fronts: the sentiment of the design and packaging of the Zero Jersey gifted to clubs, the sample films made to inspire communities to record their own stories of road toll loss, and the PR effect of these communities sharing their own stories through social media. It brings attention and emotional context to the Zero Round, and resulted in this market considering the impacts of road safety, projected in their own voices.