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Pause Stop: Plan a pause from the road this Easter.

Victorian Tourism Industry Council Partnership

THE CHALLENGE

Driving when tired is a contributing factor in around 25% of all road crashes in Victoria. TAC needed a way to make stopping every 2 hours an already planned option rather than a decision made mid-drive.

The insight

The decision to stop isn't made on the road. It's made before the trip starts. That reframed the problem to building a network of places people could plan around — Visitor Information Centres, an untapped road safety channel.

THE OUTCOME

THE OUTCOME

A two-year statewide program across Visitor Information Centres, turning VIC staff into road safety ambassadors with branded templates for region-specific content, plus a paid Meta campaign across school holidays and long weekends.

4M+

Victorians reached, paid media

62

Sites activated statewide

100K+

Pieces of collateral distributed

7,934

Clicks to the Pause Stop rest stop finder

Pause-Stop-Goulburn Valley Region Reel.mp4

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TAC road safety campaigns Victoria collage: 'Press pause on your drive' with #TACpausestop

TAC road safety campaign: A pause from the road might save your life.

TAC road safety campaign: Stop, stretch every 2 hours. Pause@Stop.

Copy of TACPauseStop_Cutdown_Caption_Vertical (1).mp4

Heading away this Easter? Plan a Pause from the road. TAC road safety campaigns Victoria.

TAC road safety campaigns Victoria: Win $250 fuel voucher

Stop for a coffee to recharge on the road. A barista pours milk.

Plan a Pause Stop at any Visitor Information Centre in Victoria.

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Pause Stop: Coffee and pie for a rest break.

Press pause stop on your drive these school holidays.

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