Case History Database

The Transport Accident Commission (TAC) is the prime messenger for road safety communication in Victoria and is recognised around the world as a leading authority on the subject. This submission will briefly outline how a “brand and retail” approach was applied to road safety advertising in 2008 and will set out to prove the effectiveness of the communications strategy. Victoria’s lowest recorded road toll was 330 in 2003. In 2008, 303 fatalities occurred, representing an extraordinary reduction of 9% on the 2007 figure. According to the Auditor General, each fatality costs $1.7 million, so this is also a significant cost saving to the State.