GEMBA LAUNCHES ‘DECISION TIME’ FOR TRANSPORT FOR NSW AND THE NSWRL BLUES

ADAM HODGE

Divisional Manager, Marketing Strategy

ALLY KIRKWOOD

Creative Producer

BRANDEN STOBBS

Senior Marketing Consultant

JOHN WEIR

Creative Director

ROSS GONSALVES

Account Director

in Sport

August 29, 2023

Gemba Launches ‘Decision Time’ for Transport For NSW and the NSWRL Blues – a social campaign that brings to life the importance of making good decisions on the road.

The ongoing road safety campaign ‘The Knock-On Effect’, created by Gemba to leverage Transport for NSW’s partnership with NSW Rugby League, has been instrumental in bringing the topic of road safety to the forefront of public discussion.

This year’s campaign ‘Decision Time’ built on this, leveraging the players and coaching staff of the Westpac NSW Blues.

The idea was simple: on & off the field, players are faced with everyday decisions that have an impact on their lives – so we put our players’ decision-making skills to a little test.

‘Decision Time’ saw players responding to a series of rapid fire ‘this or that’ questions on an interactive touch screen. Whilst the questions started light-hearted to get to know our players’ personalities – sauna or ice Bath, cardio or weights, heavy metal or hip-hop? – they quickly changed to more serious road safety issues including questions related to speeding, fatigue and drink driving. When it came to decisions on the road, it became clear there really was only one correct answer.

This content features Rugby league stars including James Tedesco, Josh Addo-Carr, Cameron Murray and Rugby League legend Greg Alexander.

Mr Alexander says ‘Some decisions are all about you, some are much bigger than that’, which highlights the impact of making decisions on the road.

Accompanying the Decision Time content, Gemba also produced in-stadia and digital assets to support the campaign that will be live for the duration of The Knock-On Effect Cup season and live across NSW Rugby League’s social channels and website.