in Cause

November 18, 2020

On our roads, one decision can impact an entire community.

A single decision to speed, drive tired, drink and drive; each can have a devastating knock-on effect that goes far beyond the moment it is made.

This year, Gemba delivers tactical messages that leverage Transport for NSW’s sponsorship of the famous NSW Blues. It’s an evolution of their ongoing Knock-On Effect campaign, launched alongside the annual State of Origin series. Last year, we told the powerful story of former Penrith Panthers’ star Ben Alexander and the road crash that cost him his life, devastated his family and stunned the entire rugby league community. This year, the focus shifts to direct behavioural change, using NSW Blues legends to talk directly to our league-loving audience about the importance of decision making on the roads.

Led by Blues Coach Brad Fittler alongside fellow legends Craig Wing and Shaun Timmins, the campaign videos play out on social and digital channels, aiming to make league fans think twice about the decisions they make while they’re behind the wheel.