at+m was approached by the Department of Infrastructure, Energy and Resources (DIER) to create an awareness campaign around changes to the car registration process.
Recently, at+m was tasked with producing a creative campaign for State government department: DIER.
The crux of the message is that registration labels for light vehicles will be phased out as of September 1, 2012. Police and transport inspectors will now use Automatic Number Plate Recognition (ANPR) for vehicle checks, making rego labels obsolete.
Registration stickers will no longer be sent out in the mail. So clearly, it’s an easier, simpler system for the motorist; whilst also being a positive step for the environment. With at+m’s own green credentials and sustainability measures in place, this project was an ideal fit for the agency.
Western Australia and South Australia have already abolished registration labels in January 2010 and July 2011 respectively whilst other states are currently reviewing their processes.
With a tight timeframe in which to work, at+m responded with a simple visual solution to run across web, direct mail, and posters.