Department of Transport and The Brand Agency launch powerful campaign for young WA drivers
The Department of Transport and Major Infrastructure, in partnership with The Brand Agency, today announced the launch of “Tom’s Story,” a powerful new campaign speaking to novice and provisional drivers in WA. It encourages them to take their driving experience more seriously, not just for their own safety but for the safety of their mates, by sharing the tragic story of 15-year-old Tom Saffioti.
The campaign builds upon the “Red Plate. One Mate.” initiative launched in December 2024, which introduced new passenger restrictions for red P-plate drivers following the crash that killed Tom in 2021. With the legislation now in effect, “Tom’s Story” moves beyond simply explaining rules, to foster meaningful behaviour change by exposing the devastation caused by the loss of loved one on our roads.
Tom was only 15. He had a family who loved him, a tight group of mates, and a whole life ahead of him. Until one car ride changed everything. His story reveals a brutal truth – those first exhilarating months of driving solo, when you feel most alive and most free are when you’re closest to death. The campaign aims to convey this reality, imploring young drivers to ‘Drive like your mate’s life depends on it. Because it does.’
The campaign launched through online video, social media, and audio placements. It features Tom’s best friend, Ben, and his mother, Samantha, who share their powerful first-hand account of losing their son and best mate, along with personal photos and videos, taking the audience through Tom’s last day.
Young drivers aged 17-19 are more likely to be killed or seriously injured than any other age group in WA, often due to the dangers of distraction. For every 100,000 of them, 107 will get seriously injured or won’t make it home. That’s more than three high school classrooms of young lives every year. With every number, a family changed forever. Tom’s story reflects this devastating reality and serves as a powerful reminder of the weight of responsibility that comes with being a driver.
Daniella Chadinha, The Brand Agency Strategy Director, said: “Statistics can feel distant…until you hear a mum describe the last day she saw her son. Or you see the look in a best mate’s eyes when they talk about the moment everything changed. That’s why this campaign hits so hard. These are not actors. This is not a made up scenario. It’s real. Samantha and Ben’s courage in sharing the most painful chapter of their lives carries a truth every young driver needs to hear: when you’re behind the wheel, every life in that car depends on you to make it home.”
Client: Department of Transport and Major Infrastructure
Agency: The Brand Agency
Creative: Ali Shabaz, Steve Straw, Blanche McKie, Ellen Treharne, Gaby Hanna
Account Management: Evan Murie, Sara Cunningham
Strategy: Daniella Chadinha
Production: Courtney Reid, Kelly Miller, Liam Crighton
Production Company: Clockwork
Sound Studio: Fable
