New campaign by Road Safety Commission and The Brand Agency urges WA to ditch distractions

Everyone thinks they’re the exception. You hear the ping, pick up your phone, and tell yourself, “It’s just a quick glance.” You assume you’ll notice the car braking ahead or the pedestrian stepping out.

A new campaign out of The Brand Agency points out that looking at your phone, even for a moment, is like driving blindfolded – two seconds on your phone at 60km/h is equal to 33 metres – that’s longer than a full basketball court.

In 2023 alone, inattention contributed to crashes that resulted in the death or serious injury of 59 Western Australians.

To combat mobile phone distraction, the Road Safety Commission partnered with The Brand Agency to launch “Headstone Phone,” a campaign aimed at confronting drivers with the deadly consequences of distracted driving.

A two-metre-tall “Headstone Phone” has been erected at Yagan Square in the center of Perth, etched with the stark reminder: “Your next text message isn’t worth your last breath.” This sobering monument, crafted by a local stonemason, serves as a powerful symbol of the fatal consequences of a momentary lapse in attention.

This activation isn’t just a sculpture; it’s about the lives behind the statistics.

“It’s about the empty chair at the dinner table, the graduation ceremony missed, the future stolen. It’s about the ripple effect that spreads through families and communities when a life is cut short by a preventable tragedy,” said The Brand Agency’s Strategy Director, Daniella Chadinha.

“It’s designed to stop people in their tracks and spark necessary conversation. We hope it will make people think twice before picking up their phone while behind the wheel. Importantly, we hope it will prevent another 59 families experiencing the trauma of death or serious injury caused by distracted driving.” said Chadinha.

“We understand the powerful pull of our phones,” said Rebecca Hamilton, Acting Road Safety Commissioner. “But we need drivers to understand that even a quick glance can have devastating, irreversible consequences”.

“This campaign calls on WA drivers to help make every journey safe by choosing to put their phone away. No text message is worth your life.”

As of last weekend, new safety cameras capable of detecting spot speed, average speed, seatbelt and mobile phone offences began rolling out on WA roads. Anyone detected by these safety cameras using their mobile phone while driving will receive a caution notice in the mail.

“That’s where this campaign also comes into play. We are doing everything we can to educate people on the risks of using their phone while driving and giving them the opportunity to change their dangerous driving behaviour before infringements are issued,” Hamilton said.

The Yagan Square “Headstone Phone” installation is in place Friday 31 January and Friday 7 February 2025. The installation will be supported by a series of billboards, radio and social media videos across the coming weeks.

Credits
Client: Road Safety Commission
Acting Road Safety Commissioner: Rebecca Hamilton
Director, Education and Behaviour Change: Simone Steel
Manager, Marketing: Joanna Hynes
Strategic Communications Coordinator: Kirsten Brent
Agency: The Brand Agency, Perth
Senior Art Director: Jake Ransom
Senior Copywriter: Lachy Banton
Account Management: Evan Murie, Christina Tilenni, Sara Cunningham
Strategist: Daniella Chadinha
Production Manager: Katrina Clayton, Paul Connelly
Videographer/Photographer/Editor: Julian Solecio
Activation Company: Impact Communications
Artist: Jina Lee Sculpture Studio
Stonemason: Peter Henderson – Donnybrook Sandstone Supplies