Mistakes on the road shouldn’t cost lives: WA Road Safety Commission pushes for all-round safety
The West Australian Road Safety Commission is shining a spotlight on the importance of road safety by launching an educational campaign about the different layers of protection that surround drivers on the roads.
In the campaign film, a wrecking ball is swung towards a woman through walls of different materials, which represent the vehicle being driven, the driving behaviour of others and maintenance of the roads. The wall that protects the woman at the end is the glass wall which represents speed.
The concept behind the campaign is that each wall or layer makes up a ‘safe system’, highlighting the interactions between the different types of road users, roads and roadsides, travel speeds, and safe vehicles. The campaign video shows that if one layer fails, the others will be there to protect people from death or serious injury.
“I’s true that mistakes on the road can be costly, but with the safe system in place, those mistakes shouldn’t cost us our lives,” says the woman in the ad.
The Road Safety Commission is hoping the new campaign will contribute to its zero road deaths goal.
Executive creative director of The Brand Agency, Marcus Tesoriero, said in a statement: “We wanted to create a powerful visual metaphor that would quickly communicate how all four layers of road safety work together to protect motorists against certain death and serious injury. Naturally, we decided to swing 200kg wrecking ball at our talent – and they walked away from it.”
The video will become part of an online educational series about road safety. The campaign will extend to mass media later in the year.
Credits
Road Safety Commission
Assistant Director Communications & Engagement: Roger Farley
Campaign Project Officer: Alisia Mumby
The Brand Agency, Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachy Banton
Art Director: Niall Stephen
Senior Strategist: Hannah Muirhead
Account Management: Brendon Lewis, Evan Murie, Stephanie Gotch-Martin
Production Company: King Street
Producer: Lauren Billingham
Director: Torstein Dyrting
Editor: Peter Townsend
Audio: Soundbyte Studios
