In 2024, Transport for NSW (TfNSW) relaunched its “Get Your Hand Off It” (GYHOI) campaign, maintaining its critical focus on road safety while introducing new talents, content, and activations.

Central to this year’s campaign is a striking 33-metre-long Red Road installation, positioned outside the Sydney Cricket Ground on game days. This bold visual symbolises the distance a vehicle can travel in just two seconds when a driver is distracted by a mobile device at 60km/h. The Red Road serves as a stark reminder of the importance of maintaining focus on the road, a message that is at the heart of TfNSW’s ongoing efforts to reduce accidents caused by mobile phone use.

To further enhance the impact of the campaign, TfNSW secured prominent Sydney Swans players such as Isaac Heeney, Nick Blakey, Chloe Molloy and assistant coach, Brett Kirk. Their participation in the campaign’s content has brought the road safety message to life, connecting with a wide audience through relatable figures.

The visually compelling content was strategically launched in the lead-up to the Derby match on May 4th. On that day, 40,000 attendees passed through Driver Avenue, with 88% able to witness the Red Road installation firsthand. The campaign also achieved significant reach on social channels, engaging a broad NSW audience with its timely and impactful messaging.

The Get Your Hand Off It campaign is being rolled out across various platforms, including social media, digital channels, and in-stadium assets. A media release further extended its reach, ensuring the road safety message resonated with a wide audience. In addition to these efforts, the campaign features tactical and targeted social content at high road usage periods, such as Easter and the June long weekend. TfNSW also continued using its Big Screen ‘Distracted Cam’ segment to engage fans during game days.