Client: Roads and Traffic Authority,
NSW (RTA) |
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Gavin Jones Communications was commissioned to develop
and implement a communications strategy for Indigenous
road users. This involved production of posters, brochures,
merchandise, press ads, radio ads, media liaison and
strategic advice. GJC also produced a calendar for
the RTA. At a higher level, the program required the
development of an overall brand and approach to communicating
with Aboriginal people across NSW with the complex
message of road user safety.
Reason for Engagement
GJC was approached by the RTA to submit a proposal.
GJC has a reputation for working to strict deadlines,
and time was of the essence in this campaign. We also
have a reputation for high production values and creative
approach. We pride ourselves on looking at all the
complex threads and constraints of the problem.
Client's Problem
The RTA has a strong commitment to communicating
with Indigenous people, and needed communication products
specifically tailored to this audience – product
that was identifiably Indigenous, and addressed complex
issues of road safety from an Aboriginal perspective.
Moreover, this was the first time that such a message
was delivered, and this contract material would create
an RTA/Aboriginal brand.
GJC's Approach
GJC developed artwork, imagery and copy that was
identifiably Indigenous with a strong NSW flavour –
covering all aspects of road user safety. Production
values on all product delivered to the RTA was very
high, with punchy slogan and copy. GJC commissioned
artwork to form visuals for the RTA / Aboriginal brand.
An ambitious 2-day photo-shoot was coordinated and
some 75 photographs taken.
Project Outcome
GJC developed a series of eight brochures, posters,
radio and press ads on the areas of Speeding, Drink
Driving, Pedestrians Elder, Pedestrians Kids, Bicycle
Safety, Restraints and Overloading. GJC also developed
a NAIDOC poster and radio advertisement. Due to the
success of GJC’s imagery, RTA commissioned GJC
to produce a calendar covering road user safety issues.
The slogan which GJC devised, ‘Bring the Mob
Home Safely’ is being widely used and establishing
itself as a strong brand within the RTA. RTA is in negotiations
with other State roads and traffic authorities to use
the brand nationally. RTA has also developed extensive
merchandise incorporating the brand. GJC continues to work on an ad hoc basis.
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