The Booster Tag
Transport Accident Commission + Royal Automobile Club of Victoria
Issue 55 | July 2020
Agency
CHE Proximity
Creative Team
Chief Creative Officer: Ant White Executive Creative Director: Glen Dickson Creative Directors: Amy Weston, Chris Andrews Senior Copywriter: Deb Frenkel
Production Team
Design Lead: Tim McPherson Head of Design: Trent Roberts Senior Digital Designer: Adam Lord Senior UX Designer: Stephen Genoglou Director, Strategic Production: Holly Alexander Producer: Elena Szymanski Sound Engineer: Matt Thompson Online Editor: Cassy Vincent Social Creatives: Matt Bladin, Phoebe Sloane and Genevieve Brown Production Manager: Avery Clark Retoucher: David McNeil and Josh Fikret Finished Artist: Nigel Harvey Director, Engineering: Hoang Nguyen Technology Program Director: David Cooper Technology Project Manager: Nicole Jones Senior Front-end Developer: Campbell Ding QA Analyst: Aishwarya Ganesan Director and Photographer: Christopher Tovo Production: Guilty Pictures Executive Producer: Rohan Timlock Editing & Online: Manimal Post
Other Credits
RACV General Manager, Marketing & Membership: Laura Wilson Senior Marketing Manager: Kate Peters Senior Policy Advisor: Elvira Lazar Head of Media & Communications: Brodie Bott TAC Partnership Manager: Candice McDonald Lead Director, Road Safety: Sam Cockfield Senior Road Safety Specialist: David Young Manager of Media and Communications: Nicolas McGay Media and Communications Advisor: Alex White Agency PR Director: Georgia Wright Snr PR Account Director: Judy Crema Snr PR Account Manager: Romina Favero CEO: Chris Howatson Client Partner: Sarah Raine Group Account Director: Emily Gray Account Director: Henrietta Corley Senior Account Manager: Sarah Cox Account Manager: Nicholas Polidoras
Date
April 2020
Background
Australian child restraint laws currently focus on age as an indicator of when a child should move out of a booster seat and into an adult restraint. However, paediatric research has shown that height is a far safer measure, recommending children should stay in a booster seat until they’re at least 145cm tall. With less than 3% of children reaching 145cm by the time they turn 7, parents needed to know that booster seat safety is about height, not age. Two of Victoria’s most trusted brands, RACV and TAC joined together to educate parents around car booster seat safety.
Idea
The Booster Tag is a simple, innovative solution that reframes booster seat safety for parents. No matter how old a child is, if they fit clothing displaying the Booster Tag icon, they’re likely still under 145cm tall and require a booster seat to safely travel on our roads. The new label icon, in the shape of a smiling booster seat, is designed to sit alongside existing care instructions in any t-shirt that fits children under 145cm tall (sizes 4-11). The Booster Tag is open-sourced and designed to be adopted by any brand in the country. Australian clothing sizes are standardised, so it’s easy for any clothing manufacturer in the country to adopt the Booster Tag and include the icon on their labels. High-profile Australian children’s clothing already have included The Booster Tag in their ranges. It's a PSA that gets washed, folded and re-seen every week. A message that stays with parents as long as the t-shirts displaying the Booster Tag icon fit their children. A simple, tactile idea that turns any child’s t-shirt into a potential road safety reminder.
Results
The Booster Tag initiative already has a wide range of partners, from Australian department store chain Myer to popular children’s brands Oobi, Little Horn and Minti. A grass roots approach has also been taken, with several schools and sporting clubs incorporating the Booster Tag icon into their uniforms. Excitingly, there has also been significant interest from additional brands and organisations in adopting the Booster Tag, with new partners to be announced soon. At launch, the Booster Tag also received significant national TV and press coverage.