Brand Agency targets three transgressions in first campaign for WA Road Safety Commission


RSC_Distraction3_BLOG.jpgThe Brand Agency, Perth has created its first campaign for the WA Road Safety Commission after being appointed earlier in the year.  

The campaign, which launched yesterday, focuses on Speeding, Distracted Driving and Drink Driving. It is the first time that the Road Safety Commission has combined messages for these three transgressions into one integrated campaign. The strategy is designed to increase awareness and ultimately change dangerous driving behaviour.

RSC_DrinkDriving2_BLOG.jpgRSC_Speeding2_BLOG.jpgMoving away from the traditional scare tactics used when delivering road safety messages, the campaign uses a tone and style designed to make an audience that doesn’t think they are doing anything wrong, realise that they actually are.

“Those drivers who regularly creep over the speed limit, push the drink driving limit and get easily distracted in the car need to take responsibility, change their behaviour, because that can ultimately save lives,” said the Commissioner of Road Safety, Kim Papalia.

Running across TV, radio, outdoor, digital, social media and search, The Brand Agency worked in close partnership with Carat, who were responsible for media and campaign strategy.

Nick Bayes, General Manager at The Brand Agency added, “We have been wanting to work with the Road Safety Commission for many years and to now have the opportunity to do so is very exciting. The campaign brings together three very different negative behaviours in an entertaining way, that I believe will not only resonate with the audience but also change their behaviour for the better.”

Agency: The Brand Agency, Perth

Creative Director: Craig Buchanan

Creative Team: Dave Donald, Steve Straw

Agency Producer: Belinda Di Corti

Head of Strategy: Alison Ray

Account Director: Natalie Pearson

Production Company: Open Space Productions

Executive Producer: Béatrice Masia

Director: Simon Levene

Media: Mark Pinney, Paul Clout (Carat)

RSC Principal Intelligence Analyst: David Slack-Smith

RSC Campaign Project Officer: Alisia Mumby