Perth’s 6PR and 96FM launch campaign targeting drivers who text while driving

6PR 96FMFairfax Radio Network’s Perth stations 6PR and 96FM are targeting drivers who text while driving in a road safety campaign to run over Easter.

The stations launched the initiative after an interview by 6PR Mornings presenter Gary Adshead with Maria O’Shea, the West Australian mother who lost three of her four children in a car accident caused by a driver who was texting.

As a result of the interview, the stations decided to launch their own campaign aimed at stopping people from texting whilst driving with a series of six ads talking about the unsafe behaviour set to go to air from tomorrow, continuing across the Easter break and across the ANZAC Day long weekend.

“We’ve been so moved by the terrible impact to just this one local family, let alone the many others that go unheard of, that we felt compelled to act,” 6PR and 96fm Sales Director Brooke Timmins-Taulelei said.

“With many people driving out of town for an Easter break, 6PR and 96fm are the perfect medium to communicate this critical message. We play an important role in the community and this is one way we can try to avert any more terrible and unnecessary tragedies. The issue of texting and driving will continue to be an important talk topic on 6PR.”

Presented by  6PR’s Gary Adshead and 96fm Breakfast announcer Ian Blackley and the West Australian Police Commissioner Karl O’Callaghan, who was interviewed about the danger and prevalence of driving and texting, the commercials make it clear they are not a paid advertisement.

An example of the ads is:

“This is not a paid advertisement. It’s a message to all Perth drivers on behalf of 6PR. Recently we spoke to Maria O’Shea who lost 3 children to a texting driver. This was a strong reminder for ALL of us to give our FULL attention to the road ahead this Easter. Turn off your mobile phone BEFORE you start the car.  Put it in the glove box….or the back seat. Let’s make Perth roads SAFE, for everyone. Texting and driving? IT CAN WAIT.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.