WA’s Road Safety Commission Warns ‘Police Are Watching’ In New Campaign By 303 MullenLowe

WA’s Road Safety Commission Warns ‘Police Are Watching’ In New Campaign By 303 MullenLowe
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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.”

Road Safety Commission WA billboard

An out-of-home billboard for the campaign

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.”

CREDITS

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

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