Road Safety Commission and The Brand Agency launch ‘No One Plans a Crash’ teaser activation
We plan to pick our children up from school, we plan to be at work on time for a meeting, we plan to meet our friends at the beach. But no one plans a crash. This campaign targets all Western Australians to think about that very fact, every time they embark on a journey on our roads.
The Road Safety Commission’s latest evolution of its “Make Every Journey Safe” platform, was launched yesterday by Road Safety Minister Paul Papalia, with a 15m-long metal sculpture at Scarborough Beach, depicting a vehicle crashed into the campaign line.
The activation will be at Scarborough Beach until Monday 12th December ahead of the campaign’s main launch over Christmas and into the new year. The activation, which will be supported with metro billboards and bus backs, will be used at other events around Western Australia to spread the ‘No one plans a crash’ message further.
Dean Hunt, The Brand Agency Executive Creative Director, said: “They say that life happens when you’re busy making plans. Well, crashes happen too. Today represents the first step for our ‘No One Plans a Crash’ campaign designed to make us all think before we embark on our own everyday journeys.”
Road Safety Commissioner, Adrian Warner, said: “The campaign really captures how everyday life – work, kids, study – can get in the way of good, safe driving decisions. I hope it starts real conversations about our road safety culture here in WA”.
“No one plans a crash – make every journey safe represents a big shift in the way we approach our behaviour change campaigns, and I am looking forward to seeing it result in more of the behaviour we want to see happen on our roads, more often.”
Evan Murie, The Brand Agency Business Director, said: “No one plans to kill or seriously injure themselves or someone else when they leave the house. This activation and future campaign are designed to get people to think about every journey they take and do what they can to make it a safe one. It’s great to be working on a campaign that will help save lives this holiday period”.
The campaign will also feature Cinema, TV BVOD, Audio, OOH, Social and Display formats that will launch across Christmas and into January 2023.
Credits
Road Safety Commission
Director Policy & Programs: Rebecca Hamilton
Strategic Communications Officer: Joanna Hynes
Campaigns Officer: Alisia Mumby
Digital Communications Coordinator: Kirsten Brent
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Account Management: Evan Murie, David Svarc
Production Manager: Katrina Clayton
Design/Artwork: Angelica Garland, Kiara McIlroy, Julian Farnan
Production Company: King Street
Videographer/Photographer/Editor: Peter Townsend
Activation Company: Artcom Fabrication & Impact Communications
9 Comments
Embarrassing for the people and agency that did this. Feels a like Award School work.
To think someone planned this terrible ad
Superficially appealing, but it needs some sort of finish.
Makes sense.
It’s an ad for road safety. An ad designed to hopefully drive awareness around better behaviours on the road and ultimately save a life or a serious injury. Whether it’s the best ad or not is kind of irrelevant. It’s had good intentions at the core of it and dismissing it and those who made with comments like this is disgusting. It’s you who should be embarrassed.
Look, it’s not a Gold Lion, but it’s a pretty fun stunt, and will probably get the Perthians chatting.
That goes nowhere. With no payoff, no solution.
Just a hunch… but assuming the payoff is don’t plan to do anything that might cause a car crash?
I said its an ad that’s ‘designed to’ drive awareness etc. The real point of the post was to express my disgust at how unnecessarily aggressive and mean spirited the people who comment here can be. People with complete disregard for the fact there are, at the end of the day, human beings behind the piece of work who’ll probably read this. And do these human really need this in their lives? The cowardly vitriol is absurd.