Think HQ has partnered with the Transport Accident Commission (TAC) on a new pilot road safety initiative, Cut, Colour, Click, encouraging seatbelt use through barbershops and salons across Victoria.
The initiative enlists stylists and barbers as ambassadors to start safety conversations with clients, supported by campaign materials including branded smocks, mirror decals, displays and fact sheets.
The creative platform, “Seatbelts keep us together,” uses imagery of two seatbelt straps clicking together, each made from the word “together” in multiple languages, to reinforce the inclusive message.
Think HQ Founder and Managing Director Jen Sharpe said: “This is a textbook example of how Think HQ’s unique integrated offer can be leveraged to connect with Victorians directly in the communities where they live, work and play – and get their hair done.
“It is facilitating the safety conversations we need to have in a meaningful way – through authentic dialogue and real, direct one-to-one engagement.
“‘Cut, Colour, Click’ shows the power of working with communities and empowering them to drive positive change. A simple idea can deliver big results, and a single conversation can too. In this TAC initiative, that chat in the chair matters just as much as the cut you came for.”
TAC Head of Community Jacqui Sampson said” “The TAC is always looking for new and innovative ways to engage with all corners of the community on the actions we can all take to keep ourselves and others safe on the roads – like wearing a seatbelt.
“Working with Think HQ and CultureVerse has helped the TAC show up differently and amplify critical messages through trusted channels that are not typical but highly impactful and scalable.”
Campaign assets have been produced in 10 languages and supported by a multilingual microsite. The initiative is now live across Victoria and also includes in-language media, community radio, social content with ambassadors, and stakeholder engagement with multicultural organisations.
CREDITS
TAC:
Acting TAC CEO: Jacqui Simpson
Team Manager: Michael Knox
Senior Manager Marketing: Angela Hann
Campaign Manager: Michaela Clayton
Campaign Coordinator: Holly Woodhouse
Advisor | Media Relations & Corporate Affairs: Alex White
Think HQ:
Founder and Managing Director: Jen Sharpe
Head of Creative Strategy: Lisa Gumbleton
Client Director: Laura Kennewell
Creative Director: Sam McCarron
Art Director: Camilo Suarez
Copywriter: Mie Sorensen
Designer: Tina Tran
Producer: Callum Yeo
Group Head of Strategic Communications & PR: Luke Holland
Account Director: Chloe Tran
Senior Account Executive: Miko Hernandez
Account Coordinator: Leon Kuhlmann
Account Coordinator: Hayley Naidu-Fernandez
Chief Technology Officer: Oliver Laude
Digital Project Manager: Brogan Palmer
Front End Developer: Thuan Le
Chief Audiences Officer: Jessica Billimoria
Head of Language Services: Cameron Darke
Language Services Project Manager and Analyst: Anna Wang