R (Return) Plates - mycar Tyre & Auto

There’s never been so much discussion of our mental health. But there was one place where we weren’t talking about the psychological impact of an accident or incident. The road.

Few other automotive companies had considered the issue, so mycar Tyre & Auto - with their brand platform ‘people first’ - were perfectly positioned to lead the conversation.

R (Return) plates - a plate to recognise drivers returning to the road.

For the first time, drivers returning to the road could show others what was going on inside.

We launched with real stories from road trauma sufferers across paid social and mainstream media - interest was swift and within hours all major new networks across Australia were reporting the story.

Earned was supported by broadcast and online film, paid social, banners and radio, and all media lead to the mycar website where people could order their own R Plate.

QR codes on the plate connected drivers with links to psychological support services, making help available at any time and providing access to the science behind road trauma recovery.

Within 48 hours we had run out of plates, and started a conversation about how we treat those suffering with mental health issues on our roads, shifting perceptions and encouraging empathy towards other drivers.