Yarra Trams
This is how we tram
No one likes to be told what to do. Lead by a like-able ‘Tram Coach’, safety awareness is made fun, by taking the qualities of the high school gym coach, coupled with the sacred power of dad jokes to in-still a safety culture across Melbourne’s tram network.
The result
The campaign saw a 40% reduction in serious slips, trips and falls across in the network in it’s first year.
Collaborators
Illustration: Ben Sanders
Film: Visible Studios
Awards
AIM Awards - Public Sector Marketing
Asia-Pacific Stevie Awards - Silver
PRIA - Highly Commended