If we all get home safely from the races, everyone wins.

The Challenge
Nearly 1 in 5 drivers and riders killed on Victorian roads are over the legal alcohol limit. We needed to promote safer travel to and from race days without dampening the celebration.

The Work
In year one, Ready launched ahead of 50+ Country Cups with a campaign celebrating race day’s unsung heroes, then revealed the real heroes: Victoria Police, Ambulance Victoria, and SES.

We amplified through a Meta paid partnership campaign targeting regional audiences in the week before and during events.

We expanded the campaign on the ground with race book ads, big-screen content, and LOCO Group brand experiences.

Multi-channel content rolled out through TAC, CRV, and individual club channels across 50+ Country Cups.

In year two, we built on this approach through community storytelling and vox-pop style content featuring trainers, superfans, and racegoers sharing how they plan to get home safely, supported by paid Meta campaigns, on-ground activations, and content rolled out through TAC, CRV, and individual club channels across 50+ Country Cups.

Now in its third year, Ready continues to evolve with racing ambassadors and true-to-platform Reels content designed to engage younger audiences through social proof and behind-the-scenes storytelling.