Victoria’s Transport Accident Commission (TAC) has launched a powerful new campaign to change the perception of e-scooters, which many people mistakenly view as harmless “toys.” Created by Clemenger BBDO, the campaign aims to highlight the real dangers associated with unsafe e-scooter use.
E-scooters have become a popular mode of transportation in Victoria, but research shows that many riders, especially young people and men, are ignoring safety rules and taking dangerous risks. To combat this, the campaign uses a toy-themed approach to emphasize the seriousness of riding an e-scooter unsafely.
The campaign features a series of stop-motion animation films that show toy characters riding e-scooters in reckless ways around different Melbourne streets. As the toys crash, they transform into real people suffering from painful injuries, sending a clear message about the consequences of risky riding. The campaign also includes a catchy jingle that begins in a playful toy style before transitioning to a more serious tone.
According to TAC, many riders underestimate the risks of e-scooter accidents, with common injuries including head, limb, and facial injuries. The campaign is designed to remind riders of the importance of following safety rules, such as wearing a helmet, avoiding alcohol or drugs while riding, and refraining from riding on footpaths.
The campaign runs until January 26, 2025, and will be featured on radio, social media, digital platforms, and online videos. It also serves as a reminder to parents that e-scooters should only be given as gifts to those aged 16 or older, especially with the festive season approaching.
By encouraging safe riding, TAC hopes to reduce the number of accidents and injuries caused by e-scooters in Victoria.
Credits:
Agency: Clemenger BBDO
Chief Creative Officer: Adrián Flores
Creative Director: Derek Anderson
Senior Copywriter: Ellie Dunn
Senior Art Director: Lisa Dupré
Chief Strategy & Experience Officer: Simon Wassef
Senior Strategy Director: Ness Quincey
Behavioural Scientist: Len Duniec
Group Business Director: James Kerr
Business Director: Tony Dediu
Business Manager: Caitie Jackson
Radio Producer: Alana Teasdale
Client: Transport Accident Commission (TAC)
Executive General Manager – Community: Jacqui Sampson
Senior Manager, Marketing, Sponsorships and Engagement: Angela Hann
Acting Team Manager Marketing and Advertising / Campaign Manager: Katrina Nedeski
(Former) Campaign Manager: Lucia Brisolla
Marketing Advisor: Michaela Bradley
Acting Director – Behaviour, Education & Community: Paul Tierney
Acting Manager – Behavioural Insights and Programs: Samantha Buckis
Production: MADE THIS
Head of Film: Ainslee Littlemore
Producer: Callum Smith
Production Manager: Lachlan Beattie
Director: Tom Stephens
Production: Mighty Nice
Director: Darren Price
Executive Producer: Tina Braham
Producer: Chloe Marshall
Head of Studio: Ben Seager
Animators: Pete Nizic & Duncan MacLaren
Stop Motion Director of Photography: Simon Higgans
Art Director & Model Maker: Jacqui Hudson
Sound: Squeak E. Clean Studios
Sound Engineer: Paul Le Couteur
Executive Producer: Ceri Davies
Executive Creative Producer: Karla Henwood
