NEW ‘GAME PLAN’ FOR TRANSPORT & SWANS

KEEGAN RICHMOND

Account Manager

in Sport

June 8, 2021

For years, Gemba has been working with the NSW Government and one of Australia’s most popular football teams to promote community road safety. ‘Get Your Hand Off It’ is a brutally simple campaign message reminding Sydney Swans’ fans and NSW drivers to avoid mobile phone distractions when they get behind the wheel.

Last year, with the AFL in lockdown and access to players limited, Gemba developed the ‘Get Your Hand Off It Game Plan’ campaign, where the coaches of the mighty Swans told the players how best to deal with distractions. Instead of shooting live action, we used archival match and training footage and overlaid all new messages into the action. The surreal and light-hearted approach to safety proved a hit with fans.

This year’s GAME PLAN delivers more practical road safety messages in a social friendly format, inspired by the famous ‘Bad Lip Reading’ formula. From activating ‘Driving Mode’ to ‘put your phone in the glovebox’, each of the six videos leverages coaches and players to highlight positive driving behaviours and reinforce the narrative: Get Your Hand Off It!

The campaign will live across Sydney Swans social and digital channels and will feature on the SCG stadium screen during home games throughout the season.