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


  • 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

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