Cars destroyed by baseball bat in WA Road Safety Commission’s safety push
The WA Road Safety Commission has launched the latest edition of its ‘Safe Systems’ campaign, creating a visual aids to show how different types of road users, roads and roadsides, travel speeds, and safe vehicles interact.
In one of the campaign films, pinatas in the shape of cars are used to compare how a car with extensive safety features can better protect a driver than a vehicle with just air bags.
The cars are whacked with a baseball bat to show how vehicles absorb energy during a collision.
In another film, toy cars are used to demonstrate why different speed limits are put in place depending on the weather conditions.
A chemical experiment is used in one of the ads to demonstrate the knock-on effect one road user’s actions can have on everyone else.
Campaign activity will be driving people to a custom-built website which will offer personalised content based on the user’s ‘Safe System’.
The campaign also recognises that accidents can happens as a result of a mistake a road user can make, but aims to enforce the message that this should not result in death or serious injury.
The Safe Systems campaign has been created by The Brand Agency.
Roger Farley, acting commissioner of the 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 at 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.”
The campaign will run across cinema, TV, press, digital and social.
Credits
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
