TAC was running a mainstream campaign focused on looking after your mates. Twin AFL coaches, Brad and Chris Scott, urged people to take a blood oath not to risk lives when driving. Graffiti’s task was to whip up participation at grass roots level by involving more than 1100 sports clubs across Victoria. We created a Facebook competition which spread the message to regional and local communities. With more than 67,000 people taking part at events at 24 locations, including the MCG and Etihad Stadium, the Blood Oath message was louder than the Collingwood cheer squad.