Police warn drivers ‘We’re watching you’ in WA Road Safety Commission campaign
Western Australia’s Road Safety Commission has launched a campaign to encourage drivers to slow down.
The campaign features people driving in their cars while members of the police sit in the back seat and watch them drive.
Created by 303 MullenLowe, the aim of the campaign is to remind drivers that police are watching them.
Roger Farley, assistant director of strategic communications at the Roady Safety Commission, said in a statement: “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).”
The campaign will roll out across radio, outdoor and TV.
Derry Simpson, strategic lead at 303 MullenLowe, added: “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.”
The out-of-home execution
Credits:
- Road Safety Commission
Assistant Director Strategic Communications: Roger Farley
Campaign Project Manager: Alisia Mumby - 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
DOP: Patrick O’Sullivan
Photographer: Patrick Schuttler - Audio Production: Soundbyte Studios Brad Habib
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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