TAC X Country Racing Victoria
This is the extension of TAC’s ‘Ready’ Campaign, aiming to get Victorians to and from country racing events safely, with a focus on the prevention of drink driving.
Brief
TAC aimed to deepen engagement with racegoers and support the Ready campaign during the 2024/25 Country Racing season. The focus was on telling more authentic, community-led stories — highlighting the real people who bring race days to life.
Problem
While country racing is built on community spirit and connection, risky behaviours like drink driving still pose a serious threat. The challenge was to deliver a meaningful road safety message that felt personal and relevant — without dampening the celebratory atmosphere of race day.
Solution
We shifted the creative lens to authentic, relatable voices — from horse trainers to superfans — adding emotional depth to the campaign. We also captured vox-pop style videos live at events, asking attendees how they planned to get home safely.
To increase impact, we implemented precise geo-targeting through Meta, delivering ads to towns hosting each of the 64 race meets. Ads ran only in the week leading up to and including each event, reinforcing the message when it mattered most.
Services
- Campaign Strategy
- Motion Production
- Media Strategy
- Meta Campaign Management