Road Trip Forever Riding High After First Month Online

More than 60,000 people have viewed Roadtrip Forever in just one month of the TAC’s groundbreaking campaign going online.

Roadtripforever.com drew 10,000 views last Thursday morning alone in the lead up to the long weekend, with a steady increase during the holiday period.

TAC Chief Executive Officer Janet Dore said the results were a clear endorsement of the road safety initiative, aimed at 18-25 year-olds – the most at-risk age demographic on our roads.

“With thousands of likes on Facebook, and more than 60,000 hits online, it is fantastic to see young people absorbing imperative road safety messages,” Ms Dore said.

“Roadtrip Forever is not only a powerful reminder of the importance of having a good time, but it also ensures drivers get to and from events such as music festivals safely first.”

In the first month:

• roadtripforever.com received more than 67,000 hits
• Facebook was the most popular way to refer the video, with the page receiving 5600 Likes 
• of Australian visitors, around 68% were from Victoria.

The campaign garnered further attention on Facebook through sharing by celebrities popular with young people such as Guy Sebastian and Johnny Ruffo, drawing an extra 1200 likes.

“We know that young people continue to be over-represented in road fatalities. A personalised tool such as Roadtrip Forever, we hope, is an effective strategy in reducing this age group’s standing in the road toll,” Ms Dore said.

Eighteen to 25 year olds account for just 11.5 per cent of licence holders, yet 22 per cent of all driver deaths on our roads.

Roadtrip Forever features two online short films, integrating the user and their best friend’s Facebook profiles, to send a powerful message. One of the films highlights for young women the dangers of smart phones on the road, while the other film shows young men the potentially tragic consequences of speeding. 

To take the road trip, go to roadtripforever.com.

Increasing community awareness of the dangers of speed and distractions are priority actions in Victoria's new 10-year Road Safety Strategy. To view the Road Safety Strategy and Action Plan visit roadsafety.vic.gov.au. 

For further information please contact Nick Price on 5225 7738.