Creative in association withGear Seven

RACV and TAC Join Forces to Launch Innovative Booster Seat Initiative

Advertising Agency
Melbourne, Australia
The Booster Tag launch is accompanied by a campaign developed by CHE Proximity, Melbourne

A new road safety initiative from two of Victoria’s most trusted brands, RACV and TAC, via CHE Proximity, Melbourne, has launched across Victoria aimed at reducing the existing confusion around booster seats. Focusing on when children can safely be moved out of a booster seat, the campaign re-frames booster seat safety in terms of height, not age, providing a simple and innovative solution – The Booster Tag.

The Booster Tag is an icon in the shape of a booster seat and is designed to sit alongside clothing care icons for t-shirts sized 4-11, which fit children under 145cm. The icon is a height indicator, so parents can quickly identify that their child should sit in a booster seat. Any child that fits a t-shirt with The Booster Tag is likely to still need a booster seat.

Says TAC Lead Director of Road Safety Samantha Cockfield: “It’s critical that all passengers are correctly restrained when travelling in a vehicle, especially children, who are among our most vulnerable road users. Booster seats reduce a child’s risk of injury and death in a car crash by providing side impact protection, and most importantly, protecting their heads.

“This campaign is about arming people with simple and clear information to help them protect their most precious cargo.”

Adds RACV Senior Policy Advisor – Safety, Elvira Lazar: “We hope to spark a movement that sees all children’s clothing manufacturers utilise The Booster Tag which in turn, can help to save children’s lives.

“Using age as a guide to move children out of a booster seat is no longer appropriate. All seven-year olds are different heights so it only makes sense that we highlight to parents that it is the height that they need to consider before evaluating if they should take their child out of a booster seat.

“That’s why, in partnership with TAC, we have created The Booster Tag. The tag helps clear the confusion for parents around whether their child should be in a booster seat – if a t-shirt carries The Booster Tag, the answer is yes.”

With Victorians now spending more time at home, RACV and TAC encouraged parents to take the time to measure their children’s height.

Once children reach 145cm, the Booster Tag prompts parents to do the seat-belt ready 5-step test, to check their children can achieve a good adult seatbelt fit and travel without a booster seat.

The Booster Tag is an open source sizing tag and icon designed to sit alongside clothing care instructions. It is available to download, for free, for all Victorian and Australian clothing manufacturers.

High-profile clothing brands Minti, Oobi and Littlehorn have all adopted The Booster Tag in their clothing ranges, with more clothing brands to be announced.

Half Moon Bay Surf Life Saving Club and Lumineer Academy in Victoria will both be supporting the initiative by adopting The Booster Tag in their uniforms and rash vests. Part of the campaign objectives will be to recruit further clothing companies, schools and sports clubs to adopt The Booster Tag and join the initiative.

Myer has also incorporated The Booster Tag message onto selected garments across its popular Milkshake range with exclusive swing tags.

The Booster Tag campaign aligns with the Victoria Government’s Toward Zero road safety strategy and action plan, which is a plan for a future where no one is killed or seriously injured on Victorian roads.

Limited-edition T-shirt range
To launch the new road safety initiative, RACV and TAC have created a limited-edition unisex fashion range consisting of eight t-shirts. The t-shirts will also utilise The Booster Tag and the range is suitable for children sized 4-11, with the largest size designed to fit children who are 145cm tall.

The collection features eight custom designs, with each size indicated with lines that reflect a growth chart which helps to reinforce the message. It will be available online at

All profits from the limited-edition range will go to The Royal Children’s Hospital, helping children and their families affected by trauma.

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