TAC enlists barbers and hairdressers in seatbelt safety campaign

Victoria’s Transport Accident Commission is hoping to spark grassroots conversations about the importance of wearing seatbelts, enlisting barbershops and hair salons for its latest campaign that takes road safety messaging out of traditional channels and into community spaces.

The initiative, Cut, Colour, Click, developed by Think HQ, positions barbers and hairdressers as safety ambassadors. Salons across the state have been equipped with campaign materials including branded smocks, conversation cards, mirror decals and in-salon displays to encourage safety-first dialogue.

The campaign tagline, Seatbelts keep us together, is reinforced by creative featuring two seatbelt straps made from the word “together” in multiple languages, highlighting inclusivity and community. All assets have been produced in 10 languages, supported by a multilingual microsite with posters, fact sheets and downloadable social content.

“The TAC is always looking for new and innovative ways to engage with all corners of the community on the actions we can all take to keep ourselves and others safe on the roads – like wearing a seatbelt,” Jacqui Sampson, TAC head of community, said. “Working with Think HQ and CultureVerse has helped the TAC show up differently and amplify critical messages through trusted channels that are not typical but highly impactful and scalable.”

Think HQ founder and managing director Jen Sharpe said the work shows how local ambassadors can make a difference. “A simple idea can deliver big results, and a single conversation can too. In this TAC initiative, that chat in the chair matters just as much as the cut you came for.”

The campaign is supported by local and in-language media activity across Victoria, including community radio, social content, stakeholder engagement and partnerships with multicultural organisations.