Grey Melbourne has created a new campaign for the TAC to recognize the 40^th anniversary of the introduction of seatbelts in Victoria, the first place in the world to make them mandatory.

To bring attention to the milestone, Grey conceived the idea of harnessing the drawing power of the AFL and changing the Essendon Football Club’s famous red sash to a symbolic seatbelt for one game, a blockbuster against arch rival Collinwood on Friday August 13.

The face of the new TAC campaign is Essendon champion David Hille, who himself was saved by wearing a seatbelt in an horrific accident 12 years ago when three of his friends were killed, giving even greater poignancy to the campaign.

Spearheaded by TV, it will be supported by print, outdoor, radio and online, as well as being activated at the game with on and off field exposure of the lifesaving message. Concurrently, TAC will also leverage its sponsorship with A-League team Victory who will also wear the symbolic seatbelt sash for one game.