alt/shift/ shifts gears with Transport for NSW win

alt/shift/ Sydney has been appointed to lead an upcoming Transport for NSW public education campaign following a competitive pitch.

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The integrated campaign will promote Transport for NSW’s Road Safety Learning Lab. It is set to launch in September 2026 alongside Road Rules Awareness Week.

The appointment gives alt/shift/ Sydney its first NSW Government client. The agency already works with government partners including VicHealth, TAC, the Victorian departments of Education and Health, Tourism & Events Queensland and Brisbane’s Cross River Rail project.

Road safety campaign targets driver mindsets

Katie Raleigh, managing director of alt/shift/ Sydney, said the appointment would extend the agency’s road safety experience into the NSW market.

“It's an honour to be working with Transport for NSW on such an important road safety initiative. Nationally, alt/shift/ boasts extensive road safety experience and we're pleased to extend that specialist knowledge into NSW.

“Government public awareness and behaviour change campaigns are some of the most rewarding we undertake and we have built real depth in it over the years. NSW Government is a natural next step for us and we're looking forward to building the same kind of science-led, effective campaigns in this market.”

The fully digital Road Safety Learning Lab will use audience insights and creative testing to influence attitudes before they shape decisions on the road.

Maddy Chambers, strategy director at alt/shift/, is overseeing the campaign’s early development.

“Most road safety education talks at people about the rules. This one starts with mindset. On the road, our decisions are shaped by emotions, habits and overconfidence.

“The real risk sits in the gap between what we think we know and what actually keeps us safe. Close that gap and we can change what happens on the road.”