Western Australia’s Road Safety Commission has unveiled a new campaign aimed at reinforcing the likelihood of the state’s drivers getting caught if they speed.
Launching across the state via video, radio and outdoor, the campaign focusses on drivers creeping over the speed limit. In an effort to curb this behavior, the creative highlights an increase of police presence on Western Australian roads.
Roger Farley, assistant director of strategic communications at the Road Safety Commission, said: “Despite years of education around the risks of speeding, it’s still the largest behavioural factor causing crashes on WA roads.
“One of the core contributing factors is that people are continuing to dismiss the dangers associated with speed, including low-range speeding.”
Derry Simpson, strategic lead at 303 MullenLowe, said: “We needed to reinforce the dangers of speeding at all levels and dismiss any notion that you might get away with it.
“With more police officers and more speed cameras on the roads to catch offenders, we had a simple yet compelling piece of evidence to build our campaign around.”
Richard Berney, executive creative director at 303 MullenLowe, added: “The idea of cops as stoic backseat guardians watching over our speed is a sticky one.
“It’s a notion that’s stayed with me as I’ve been driving around our city, and for the sake of everyone on our roads, we hope all drivers across WA feel the same.”
Client: Road Safety Commission WA
Assistant director of strategic communications: Roger Farley
Campaign project manager: Alisia Mumby
Creative agency: 303 MullenLowe
Executive creative director: Richard Berney
Creative lead: Dean Hunt
Senior art director: Steve Lorimer
Copywriter: Murray Laird
Producer: Rozanne Fretz
Strategy: Derry Simpson
Client services director: Todd Baker
Business manager: Eloise Cribb
Production company: The Penguin Empire
Director: Corrie Jones
Producer: Ryan Hodgson
Director of production: Patrick O’Sullivan
Photographer: Patrick Schuttler
Audio production company: Brad Habib, Soundbyte Studios