Bringing government policy to life online.

Since 2012, VML have been an accredited agency for the New South Wales government, allowing us to partner with various NSW state agencies to work on creative executions that demonstrate policies across their various digital platforms.

VML have ushered them into the digital and mobile spaces, where they now see consistently strong engagement and increases in awareness of government and social causes. 

Case study

Your destination before the journey.

As a strategic digital partner, VML worked in partnership with TFNSW, a government office that looks after transport and road safety throughout New South Wales. TFNSW’s aim is to save lives on the roads and increase awareness around the risks involved in driving a car and riding a motorcycle.


Despite the risks, many motorcyclists are averse to safety messaging – especially from the government.


We gave riders the tools they need to ride more safely, by using utility as a communication platform. We created a fully-responsive site housing Tips, Trips and an interactive Hazard Perception Test. Controllable across all mobile devices and platforms, the Test’s outcomes change dynamically as a result of choices made – and serves up relevant Tips.


The Ride to Live campaign generated more than 143,000 visits to the site with an average time of 7 minutes spent playing the Hazard Perception Test. We served over 300,000 tips specific to gaps in riders hazard perception knowledge with 17% uplift in attitudes and awareness towards motorcycle safety amongst those polled compared to pre-launch levels.