R Plates
Award: Shortlist
Shortlist / Media / Integrated / 2023
To highlight the importance of supporting those recovering from road trauma, and to help Australians get back behind the wheel with more confidence, TBWA worked with mycar to created R plates. R plates stand for 'return' plates, which help other people to recognise drivers returning to the road after a traumatic road incident. The plate highlighted a previously unseen problem, encouraging empathy from other road users and connecting drivers to psychological support via a QR code, while the broader campaign ignited a discussion about mental health on Australian roads.