The Brand Agency drives taxis safety message
The Brand Agency has created a multi-platform advertising campaign for the Department of Transport aimed at making Perth taxis safer. The issue has become a state government priority following allegations of inappropriate behaviour and violent attacks predominately by passengers.
The new campaign, which includes radio, street press, Adshels, and posters and coasters in venues throughout Northbridge, carries a strong theme of mutual respect between the driver and passenger.
LISTEN TO THE RADIO: TRAN0398A.mp3
LISTEN TO THE RADIO: TRAN0398B.mp3
“Alcohol and cultural differences are almost always the problem, which is why this campaign is more stick than carrot – break the law and you will pay the price,” says Rod Killick, Business Director at The Brand Agency.
“It’s about everyone in taxis respecting each other. New camera technology mounted inside and outside the vehicles means everyone has to behave – drivers and passengers. If anyone commits an offence, there’s a greater chance of being caught and prosecuted.”
Credits – Creative Director: Garry Horner. Art Directors: David Donald, Warrick Sears. Copywriter: James Wills. Account Director: Rod Killick. Account Manager: Holly Creasey. Agency Producer: Philippa Groom. Photography: Rob Simeon.
16 Comments
Nice campaign fellas.
would be nice to have a third radio from a passengers perspective to match the print. Taxi drivers aren’t the only victims. That being said, great job kiddos!
I like the concept but I didn’t find the ads very effective. I agree with 9.25am, they need one from the passengers perspective as well.
*9:52am
I haven’t listened to the spots yet but I think they will do well and pick up metal.
Nice shots Rob, good campaign.
Strong, simple message well delivered. I’ll certainly feel safer cabbing it home now too.
Nice shots Rob
Great shots. You could almost smell the BO.
Brilliant.
These’ll work.
Nice self comments.
Drove past one on an Adshel.
Couldn’t read it.
Suspected it was for the people to read whilst waiting for the bus.
Then thought…um.
Oh dear. What is happening here?
Thumbs up from me, thought the print was strong.
The driver wasn’t wearing a turban!
Surprised the passengers are better dressed than the driver! Oh is there a dress code for taxi drivers, or has that gone out the window?