Transport Accident Commission (TAC): Young men pledge a Blood Oath for their mates
Grey
Agency: Grey, MelbourneBrand: Transport Accident Commission (TAC), the government body responsible for the promotion of road safety education in VictoriaMarket: Australia
Executive summary
In 2011 the TAC launched Blood Oath, a unique brand experience and promotion aimed at young male drivers in Victoria.
The key objective was to make young men rethink their attitudes towards road safety and contribute to a reduction in the road toll.
The campaign encouraged young men to look out for their mates when driving by...