For decades, black armbands have been worn on the football field to honour a death in the community. For TAC and AFL Victoria’s 2021 partnership, we gave every football captain, club, and onlooking community a new kind of
armband to wear. A reminder we all have someone to drive safely for.
To launch the ‘Band Together’ campaign, voices from the community came together to tell their story on film, including AFL legend Brett Ratten, who tragically lost his son Cooper to a road accident in 2016. The TVC also includes a mother, local shop owner, police person, local club captain and coach, speaking alongside the St Kilda Senior Coach.
On our armband was a QR code housing what began with our initial seven stories. When scanned, the user would be fed a random reason why road safety mattered, spoken from a person personally affected. We then asked the user to tell us us theirs. Everyone that did using #tacbandtogether was added to the band, creating a constantly growing hub of reminders that we all have someone to drive safely for.
Case Study
