Summary
Christmas is the most dangerous period on our roads. So, together with the Transport Accident Commission (TAC), we asked Victorians to share messages of hope and encouragement to help make Christmas a safe and merry one. The messages were printed on 60,000 brightly coloured ribbons and housed inside an interactive installation in the middle of Melbourne for people to read, take and share with their loved ones. The ribbons could be attached to people’s keys, bags, or even Christmas trees, acting as a personal reminder to have a safe and happy Christmas on our roads.
Designed by award-winning Melbourne artist, Ash Keating, the installation was activated on Southbank and regional Victorian over the 2 weeks leading up to Christmas 2018.
Results
- Over 50,000 ribbons in the hands of Victorians
- Over 1.3 million impressions on campaign content, including influencer activity
- Over 225,000 live impressions across metro and regional activations
- Over 1.2 million total social reach
