Keeping it real
Working closely with Transport for NSW and their media and social media agencies, we developed an integrated PR campaign featuring local ambassadors and people in the street, to give the statistics a face, a location, a reality and a name.
One name was Sam Bailey. Sam is a quadriplegic as a result of a crash while not wearing a seat belt. Other ambassador films, featuring locals who fit the target demographic, will tell their stories about how road trauma has impacted their lives and will be rolled out throughout 2018.