This week saw the launch of the next phase of the campaign to educate Western Australians about the Safe System – a holistic view of the road transport system and the interactions between the different types of road users, roads and roadsides, travel speeds, and safe vehicles.
The Safe System recognises that people will make mistakes on the roads that will sometimes result in a crash – but the system should be forgiving, and those crashes should not result in death or serious injury. By educating Western Australians, The Road Safety Commission and The Brand Agency set-out to inspire a genuine belief that zero deaths on our roads is possible.
As part of the campaign, four ‘myth-buster’ themed online videos have been created that talk specifically about Safe Vehicles, Safe Road Users, Safe Roads and Safe Speeds; they aim to simplify the four layers that make up the Safe System.
The campaign is running across cinema, TV, press, digital and social. All campaign activity drives people to a custom-built website – www.safesystem.wa.gov.au – featuring personalised content based on the individual’s ‘Safe System’ and is supported by monthly EDMs.
Roger Farley, acting commissioner, Road Safety Commission said: “The Safe System represents a significant shift in how we address road safety in Western Australia, moving the focus from illegal behaviours to a much broader approach in which the whole community has a role to play. With a new approach comes new challenges, and I am thrilled with the outcome the Road Safety team and The Brand Agency have delivered.”
Brendon Lewis, head of account management, The Brand Agency added: “The Safe System is a universally recognised approach to road safety all over the world, the problem being that most road safety jurisdictions communicate it to the public in a dry, lecture-like manner. We approached it differently, employing the storytelling power of the metaphor to simplify seemingly complex subject matter. To deliver an integrated suite of campaign materials without ever showing a car driving along the road was quite a creative feat and one we are proud of.”
Client: Road Safety Commission
Acting Commissioner: Roger Farley
Campaign Project Officer: Alisia Mumby
Digital Project Officer: Mikhail Wong
Agency: The Brand Agency, Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachy Banton
Art Director: Niall Stephen
Designer: Clayton West
Strategy: Matt Popkes, Hannah Muirhead, Jacqueline Taylor
Account Management: Brendon Lewis, Evan Murie, Stephanie Gotch-Martin
Production Company: King Street
Producers: Katie Trew, Caitlin Jacobs, Claire Pugh Williams
Director: Paul Komadina
Editor: Julien Solecio
Audio: Soundbyte Studios
Technical development: Carmelo Rigoli and David Woodward
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