RACT

For each other.

Our ambition for this brand platform was big, and RACT met that challenge every step of the way. Resisting going down the ‘brand as hero’ path, together we ensured it was all about Tasmanians. The result is something that harnesses our state’s unique trait: when there’s a need, we show up for each other.

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'For each other' is an expression of something Tasmanians share, quietly, without fuss or reward.

We also told the stories of the community – the people who embody looking out for each other.

"It’s called being there. It’s called weathering the storms. It’s called deep breaths, acts of grace, moments of kindness. It’s called doing the dishes and putting the bins out and all the other unglamorous chores that are just as much a part of a sharing a life as kids’ graduations and wedding anniversaries. It’s called commitment. It’s called love."
"Tasmanian families don’t have it easy. They’ve probably never had it harder. Yet somehow they manage it, living and loving, failing and flourishing, keeping it together even when things are falling apart. They say it takes a village. Sometimes, it takes an island."
"You don’t have to wonder if you’d be there for your friends. You know it instinctively. They do, too. And no matter what life throws at you, you’ve got each other, because friendship isn’t a logical decision - it’s a choice your heart makes for you."

Key to ‘For each other’ is communicating RACT’s purpose as a member-owned organisation.
We’ve done it in a way unlike any other mutual.

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