Wildlife Victoria launches campaign with pro bono support from media

Wildlife Victoria has launched a summer road safety campaign, urging drivers to take extra care on the roads while on holiday, and look out for native wildlife.

Thousands of animals are killed on Victorian roads every year, so the state’s wildlife emergency rescue service is promoting the idea that ‘a safe drive saves our wildlife’.

The campaign was funded through Wildlife Victoria’s supporters and created by independent advertising and design agency SDWM. It launched in partnership with TAC and Yarra Trams and has also received pro bono on support from major media outlets across Victoria.

Wildlife Victoria CEO Lisa Palma said that our wildlife are particularly vulnerable this summer. “With so much of their habitat destroyed during bushfires, we expect to see more animals foraging for food on roadside verges.

“This applies to both country roads and in other areas where wildlife is active such as the outer, newer suburbs of cities and towns.”

With many Victorians and interstate travellers venturing along potentially unfamiliar roads over summer, the campaign aims to draw awareness to the period between dawn and dusk when animals are out in search of food.

Animal collisions also account for 5-6% of road accidents, though Wildlife Victoria believes this figure is under-reported.

Palma said the campaign is also being translated into many languages.

“In addition to this amazing support, SBS Radio have translated the campaign into 15 languages, allowing us to deliver this road safety message even more widely across our diverse Victorian community.”

Campaign supporters include: TAC, Yarra Trams, Vic Roads, MEDIACOM, Network Ten, Southern Cross Austereo, Nine Network, Seven Network, WIN Network, 3AW, TRSN, Joy FM, Spots and Spaces, Croc Media, ARN, Val Morgan, Nova 100, ATN, The Media Shop, VMO Outdoor, Ooh Media, QMS, Shopper Media, JC Decaux, MediaBanc, Herald Sun, Geelong Advertiser, Weekly Times, Regional Media Connect, ACM, BOFB and Nine Publishing.


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