With 625 empty drivers seats, and only a 1 in 6 application success rate, TfNSW needed to receive close to 4,000 applications.
We searched for authentic, personable and down to earth drivers as the centre of our campaign. We showed how driving enabled them flexibility and opportunities to study or raise a family. These stories were then seeded out across 164 pieces for the online/print campaign, and 4 videos.
Our research led us to the key reasons Australians changed careers; career progression, negative experiences in current job, and a want to improve their working conditions. Data provided by LinkedIn also illustrated key moments Australians explore career change.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.