Port Adelaide supporters and the fans of rival teams will get a lesson in road safety at AAMI Stadium during 2012, beginning with the AFL Opening Round clash on Sunday 1 April.
The Motor Accident Commission has partnered with the club to spread its message direct to football followers, especially young men.
MAC’s Matemorphosis campaign - which urges those behind the wheel to drive sensibly, and encourages friends to speak out against mates about to do the wrong thing - will be highlighted on LED signage and two prominent seat bay covers during Power home games.
MAC general manager corporate affairs, Ben Tuffnell said football would be a powerful platform from which to spread the Matemorphosis message to a key audience.
The campaign urges drivers not to be knobs or roosters when their behind the wheel.
“So many crashes are avoidable, the result of bad decisions by drivers, and the term is meant to describe human action - a contributing factor in most of our road crashes,” Mr Tuffnell said.
“Many men find it difficult to speak about road safety in their peer groups. The nature of this campaign empowers them to speak-up when their mates are about to engage in risky behaviours on the road.”
“We suspect the campaign will generate some feedback, both positive and negative, but let’s be clear - the ultimate objective is to reduce road trauma, not to offend those who do the right thing.”
Port Adelaide forward Daniel Stewart - whose uncle was killed in a road crash, and whose image he has tattooed on his leg - urged all football supporters to drive safely.
My uncle’s death was an accident, but sadly many people die or are badly hurt through crashes that are entirely preventable if drivers do the right thing,” Daniel said.
“By promoting the Matemorphosis message our club can encourage safer driving.
“Like MAC, our message to our supporters and all football followers is first of all don’t be a fool behind the wheel, and also make sure you stand up and let your mates know what you think if they’re about to do the wrong thing.”
Video message from Daniel Stewart and MAC here
Port Adelaide Chief Executive Officer Keith Thomas said the campaign would resonate among football supporters, particularly young adult males.
“We are proud to be partnering with MAC in taking the road safety message to a large audience,” Mr Thomas said.
“We know that many football supporters are young men who are at risk on the road and we believe we can help MAC influence them directly in an effective, edgy and innovative way.
“We can never do too much to educate all road users about the importance of good driver behaviour and by having the Matemorphosis campaign on show at AAMI Stadium and via television, we are confident of having a positive impact and helping to save lives and reduce road trauma.”
The Port Adelaide Football Club urges all of its members and supporters, along with followers of other teams to drive safely at all times.
