TAC

Summary

TAC briefed Taboo to tackle an enormous problem: one in four Victorian road accidents are caused by driver distraction – with smartphones being the primary reason we take our eyes off the road. Given society’s phone use is so habitual, we knew that to create real behavioural change, especially in young people, we needed to go beyond telling them it was dangerous; We needed to stimulate debate from within the culture itself.

Now in its third year, we have conceived and produced a documentary with an Academy Award winning director, have built an engaged audience via our bespoke social community, have co-created a content series with VICE, and run an ongoing youth film competition in partnership with MIFF.

Check it out. Just not while you’re driving.

Results

It’s People Like Us

• Over 1,690 published stories reached our audience an average of 18 times
• A total audience of 15m+ as a result of the media coverage
• Additional reach of 10,643,765 through news sites and shared articles on social media
• Over 53,000 hits to the documentary website
• The documentary has been viewed over 23,00 times to date
• Over 2.6m total views on campaign videos (FB, YouTube and Instagram)
• The documentary was picked up by every mainstream news channel in the country, becoming the top trending story on theage.com for an entire day. It also featured on a number of international news outlets