Road Safety Advertising Campaign Criticised By WA Government

Road Safety Advertising Campaign Criticised By WA Government

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In Western Australia, PerthNow reporter Calla Wahlquist says campaigns for the Office of Road Safety have come under fire for being a 'cut and paste' job.

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The state’s road safety campaigns have been slammed for being “devoid of strategic insight” and taking “the path of least resistance” in a review commissioned by the Barnett Government.

The report, released exclusively to The Sunday Times, said recent campaigns developed by the Office of Road Safety were based on what was affordable – not what was effective.

In some cases, the briefs for these ads were simply “cut and paste” jobs from old campaigns.

“We see no evidence that the ORS media planner has injected creative thinking into the development of media strategies, but appear to have taken the path of least resistance which is to replicate the client brief,” it said.

“Our observations from the most recent media plans for the WA ORS speeding and drink-driving media plans are that they are constructed in a way that would not allow the WA ORS to have high levels of confidence in their ability to reduce crashes.

“It appears that the agency plans on what is affordable, with little to no rationale provided or documented for the recommended weight or shape of the plan.”

Read the full article here.

The latest campaign by the Office of Road focuses on seatbelts.

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