The Brand Agency Perth launches evolution of Road Safety Commission ‘No One Plans a Crash’ campaign revealing the danger close to home

The Brand Agency Perth has launched an evolution of its successful The Road Safety Commission “No One Plans a Crash” campaign, continuing its focus on making everyday journeys safer.

This latest work centres on Western Australians with dual incomes and no kids (DINKs), particularly those aged 30 to 39, who are overrepresented in killed or seriously injured crash statistics. For many in this group, confidence built through years behind the wheel and the familiarity of daily routines can create a dangerous sense of control.

In looking at how that complacency plays out on the road, one surprising and deeply unexpected insight stood out – the closer you are to home, the more likely you are to crash. Research from Australia and New Zealand, validated by Road Safety Commission WA data, found that most crashes happen within 10 kilometres of home. On these familiar roads, there’s a false sense of safety. Drivers are more likely to slip into autopilot, allowing routine to replace active attention.

This became the springboard for a fresh new chapter of “No One Plans a Crash”. While retaining the emotional weight and focus on everyday journeys that has made the platform effective, this latest iteration moves beyond the premonition-led approach to explore what happens when a driver’s mind reaches home before their journey is over.

The new films (1 x 45” Cinema, 4 x 30” and 4 x 15” cut-downs) feature DINK drivers in everyday scenarios, focusing on behaviours such as fatigue, inattention, mobile phone distraction and speeding. Each story shows the driver mentally arriving home before they physically get there, thinking about the people, pets or plans waiting for them, before cutting back to reveal they are still on the road. In that moment of mental drift, everything can change. The work lands with the powerful message: “If your mind’s at home, it’s not on the road.”

VIEW THE DISTRACTION METRO 30s FILM
VIEW THE SPEEDING METRO 30s FILM
VIEW THE FATIGUE REGIONAL 30s FILM
VIEW THE FATIGUE METRO 30s FILM
PLAY THE RADIO SPOT

Jake Ransom, Senior Art Director at The Brand Agency, said: “The insight that most crashes happen close to home was something that immediately compelled us. It felt so counterintuitive: the closer we get to our safe space, the more at risk we really are. But it’s something we can all relate to – we all know the feeling of driving a familiar road while our mind is somewhere else entirely, and it’s that universality that makes this message so important. A huge credit and thanks goes out to David Vincent Smith, Luke Carter Wilton and everyone on our talented crew and production team for all their hard work in bringing this campaign to life – it’s been a really rewarding one to be a part of.”

Joanna Hynes, Manager Strategic Communications at the Road Safety Commission, added: “No one plans a crash, but overconfidence in familiar routines and roads, combined with busy life demands can lead to distraction and complacency – a potentially fatal combination. It’s easy to think ‘it won’t happen to me’ but that fact is that 50 per cent of crashes happen close to home. I am really proud of this next NOPAC campaign which urges WA drivers to stay focused when behind the wheel – because you’re not home until you’re home.”

Evan Murie, Business Director at The Brand Agency, said: “It’s incredibly rewarding to be part of a long-term strategy that delivers such tangible and positive results. This campaign is a testament to the power of a consistent brand platform continuously finding new ways to connect and prompt safer decisions on our roads. We are excited to see the continued impact of ‘No One Plans a Crash’ as we aim for another year of positive behaviour change.”

Daniella Chadinha, Strategy Director at The Brand Agency, said: “There is a real weight to working on something like this, because it’s not just a campaign, it is a chance to make someone pause, stay alert and get home safely. When this research first landed, it genuinely stopped us. It challenged what we thought we knew and that immediate sense of surprise was exactly what made it feel so important to bring to others.”

The campaign is rolling out across a comprehensive media mix, including Cinema, TV, Online Video, Audio, OOH and social media from May 2026.

Credits
Client: Road Safety Commission
Simone Steele – Behaviour Change Director
Joanna Hynes – Manager, Marketing
Angela Langton – Campaigns Officer
Kirsten Brent – A/Strategic Communications Coordinator

Agency: The Brand Agency, Perth
ECD: Ali Shabaz
Creative Director: Steve Straw
Senior Copywriter/ACD: Lachy Banton
Senior Art Director: Jake Ransom
Business Director: Evan Murie
Account Director: Paula Helander
Strategy Director: Daniella Chadinha
Senior Producer: Rozie Fretz
Finished Artists: Jules Farnan, Nic Commons, Paul Connelly
Content Creator: Julien Solecio

Production Company: SupaFlr
Director: David Vincent Smith
Executive Producer: Hollie Gibson
Production Manager: Elsie Shaw
Production Runner / Unit: Shauna Murphy
Production Runner / Unit: Josh Robson
Production Runner / Unit: Giacomo Groppoli
2nd AD / Safety Assist: Lee Burns
1st AD: John Fairhead
DOP: Lewis Potts
Steadicam Operator: Sean Corbett
Drone & Sound Operator: Ash Charlton
1st AC: Dan Stone
2nd AC: Fletcher Gardiner
Grip: Clint Lawrence
Grip Assistant: Dillain Beaman
Gaffer: Grant Wilson
Best Boy: Luke Corbett
Gaffer Assist: Zoe Davis
HMU: Kate Farmer
Art Department: Sally Phipps
Art Dept Assistant: Olivia Beumont
Vehicle Wrangler: Troy McRae
Wardrobe: Texx Montana
Locations: Crystal McCallum
Dog Handler: Melanie Hutflesz
Casting: Megan Carpenter
Offline Editor: Antony Webb
Online Editor: Paul Komadina
Post Production: Raz Rentals
Casting: Carpenter Casting
Cast: Natalie Kirwan, Julian Maroun, Kayti Murphy, Radek Jonak, Chloe Ng, Glenn Wallis, Andreas Piechulik

Sound Studio: Fable, Nick Gallagher

Photographer OOH:
Photographer: Luke Carter Wilton
Photography Assistant: Dan Macbride
Lighting: Michael Titter
HMU: Kate Farmer
Art Department Stills: Kylie Clifford

Media: Initiative, Perth

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