Renowned Australian and international performers are to campaign for road safety as part of a new partnership between the Transport Accident Commission (TAC) and Victoria’s state-wide celebration of live music, ALWAYS LIVE.
Chief Executive of TAC, Joe Calafiore said the Keep the Band Together campaign would see high-profile artists use their ALWAYS LIVE performances to kick-start a road safety movement, “asking audiences to think about their loved ones and make safe choices on the roads”.
Mr Calafiore said the partnership provided a new avenue for the TAC to engage with priority road-user groups.
He said the campaign came at a critical time to spread the message about road safety ahead of the festive season.
“Joining forces with ALWAYS LIVE gives us a unique opportunity to promote a variety of road safety messages in a targeted way that will resonate with audiences across all of Victoria” Mr Calafiore said.
“It has been a tragic year on our roads and the TAC is increasing its presence to ensure our road safety message is seen and heard everywhere – drive safely for everyone and keep your band together,” he said.
“At the campaign’s core is TAC’s continued push to reduce road trauma by finding new ways to reach high-priority groups, focusing on deterring behaviours like drink-driving and drug-driving.”
Mr Calafiore said that in addition to performers integrating road safety into more than a dozen live shows, the partnership would allow the TAC to promote safe driving to millions of Victorians through venue activations, a digital content series and PR opportunities with ambassadors.
