The Motor Accident Commission’s (MAC) partnerships are an important supplement to the road safety advertising campaigns.
The MAC believes that intelligent partnerships involve far more than putting a logo on a sign, shirt or a football.
To the MAC it’s not about how many times the brand ‘gets in front of’ the target market. Instead, the MAC believes that intelligent partnerships is about partnering with other organisations that will act as ambassadors for the MAC brand, showing and saying to the world, ‘this brand, ‘MAC’, wants you to get home safely, because it cares about your life’.
It is also about how the MAC uses the most relevant of all marketing media to improve the brand’s relationship with a target market, their relationship with the MAC brand, and how a partnership will assist in the challenge of reducing road trauma.
All the MAC partnership initiatives aim to support the South Australian Road Safety Strategy and the MAC’s Corporate Affairs and Marketing Divisional Business Plan.
The MAC will invest in partnerships that will:
1. Leverage the association to emotionally connect and forge a stronger relationship with the target audience.
2. Make the MAC brand more likeable, leading to enhancing the audiences response to behavioural advertising messages.
3. Make clear the MAC’s strategic intent of reducing the number and severity of crashes in South Australia.
4. Promote the MAC’s desired brand positioning – ‘we care about your life’.
5. Further enhance the understanding and reputation of the MAC’s role and its purpose in the South Australian community.
*Photograph courtesy of Paul Rand.
Partnerships provide the opportunity to target specific audiences. While the MAC’s primary demographic is young males, there is also a recognised need to target road safety related behaviours.
Partnerships also provide the opportunity to access concentrations of people who are more likely to engage in a particular behaviour.
The following areas are of particular interest to the MAC through a partnership association:
- People aged 16-39 years, skew males.
- Areas of over-representation (e.g. regional South Australian’s, motorcyclists).
- Emerging road safety concerns (e.g. cyclists).
- Influences: stakeholders who can influence the core target
- Behaviours: opportunities to target, through events, gatherings that are more likely to lead to unsafe behaviours. For example, central location celebration for New Year’s Eve are a prime opportunity for targeting those who are more likely to drink or drug drive.
- Partnerships are generally available for projects taking place for up to a 12-month period. The MAC will consider projects that continue beyond 12 months provided they can be broken down into 12-month stages with milestones. Details of these stages must be provided as part of the application.
- Successful applicants should be aware that, depending on availability of budget, the full amount requested might not be awarded.
- Projects or organisations must be South Australian based and benefit South Australians.
- Incorporated organisations, not-for-profit and private or registered companies can apply.
- The Applicant must have sound financial and management controls in place to implement the project and deliver promised outcomes.
- Opportunities exist to leverage the road safety messages and promotion of the MAC through publicity.
- The project aligns to the MAC’s partnership objectives and the MAC brand positioning.
- The MAC has a minimum of three months to plan a leveraging program.
- All decisions are final. It should be noted that funding is limited and suitable proposals may be declined for this reason.
The MAC will generally not provide support for:
- Projects related to advanced driver-training courses.
- Attendance at conferences and associated travel costs.
- Organisations that have not fulfilled previous obligations.
- Individual sporting athletes and individual sporting clubs.
- Projects that discriminate against any persons, organisations or groups.
- Individual consultants.
- Infrastructure projects not related to road safety.
- Corporate hospitality.
- While it’s important to the MAC, it has no value if it’s placed among dozens of other sponsor messages and audiences don’t see a specific reason for the MAC involvement.
- Activities and / or exposure that take place outside South Australia.
The MAC appreciates the time, energy and cost involved in preparing and submitting a partnership proposal. If you believe your proposal meets the guidelines and criteria, please send your completed application form to:
Motor Accident Commission
Corporate Communications Manager
GPO Box 2438
Adelaide SA 5001
08 8422 8100
Any questions prior to the submission of your proposal maybe directed to the Corporate Communications Manager.
The MAC will endeavour to advise you within four weeks of receipt of your proposal on the status of your application. Due to the large number of proposals we receive, we are not able to enter into individual discussion about each proposal.
We will evaluate the proposal based on the information provided and contact you.
The MAC appreciates your interest in the road safety and looks forward to receiving your application.
It's amazing to learn how many people are getting into riding these days. But with so many of us on the road, there's a flip side. On average 3 riders die and more than 500 are injured on South Australian roads each year -- at a cost of over $20million in Compulsory Third Party insurance.
The Santos Tour Down Under is the perfect place to promote the 'Be Safe, Be Seen' campaign. The aim of the campaign is to promote a safer mind-set amongst riders and motorists. At the end of the day we don't want anyone seriously hurt or killed on our roads. We want a safer riding community for all.