A truck fitted out with interactive games and information is taking to the state’s highways and freeways in a two-month roadshow to encourage greater respect between car and truck drivers.

VicRoads launches new behavioural change campaign

Minister for Roads Terry Mulder unveiled the VicRoads Road to Respect campaign today at Birrarung Marr, alongside the campaign hero – a striking semi trailer.

VicRoads Director of Vehicle Management and Safety, Don Hogben, said the Road to Respect is a timely campaign to emphasise that Victoria’s roads are a shared resource for all Victorians.

“Ultimately, our aim is to shift driver and rider behaviour so that all road users ­ big or small ­ are treated with the respect they deserve on Victoria’s roads,” Mr Hogben said.

The campaign is the brainchild of Melbourne creative agency Icon.Inc and sister PR firm, icon.pr.

VicRoads Marketing Manager, Helen Lindner, said Icon won the brief following a pitch against two other agencies on theVicRoads Marketing Services Panel.
“The process was open and transparent and VicRoads received good submissions from the two other agencies. As the winning agency, Icon provided an innovative and creative solution to the campaign brief,” Ms Lindner said.

icon.pr CEO, Joanne Painter, said the campaign was inspired by research showing that the best way to change drivers’ behaviour was to get them to experience the road from a truckie’s perspective.

“We decided to take a different approach to traditional road safety campaigning by taking our message out into communities – literally,” Ms Painter said.
“The Road to Respect semi trailer is a combined moving billboard, experiential education centre and PR magnet designed to activate awareness as it travels through towns and cities across Victoria.
“We are delighted to be working with VicRoads on this innovative and exciting campaign and we also thank the Australian Trucking Association for leasing their vehicle for the duration of the Roadshow.”

The campaign uses social media, including a dedicated website, Facebook page and blogger outreach strategy, to drive awareness and event attendance.
The Road to Respect campaign will run from Tuesday 4 September to Sunday 4 November 2012, encompassing 10 stops across Victoria over the course of the campaign.

Information about the campaign - including an interactive map showing the Roadshow schedule is available on the VicRoads website: http://vicroads.vic.gov.au/RoadToRespect. Visit the Road to Respect Roadshow Facebook page here: http://facebook.com/RoadToRespectRoadshow