No One Plans a Crash
Road Safety Commission
We plan to pick our children up from school. We plan to be at work in time for a meeting. We plan to meet our friends at the beach. But no one plans a crash. The truth is, if you don't consciously plan a safe journey, you may as well be planning an unsafe one.
RESULTS:
18 fewer deaths in our state (in a year when road fatalities increased across Australia).
55% reduction in inattention related crashes.
WINNER Campaign Brief Awards - Best Television Campaign
WINNER Campaign Brief Awards - Best Integrated Campaign
FINALIST Campaign Brief Awards - Best Television Commercial
BEST IN SHOW Perth Advertising and Design Club
GOLD Perth Advertising and Design Club - Best Direction
GOLD Perth Advertising and Design Club - Best Editing
SILVER Perth Advertising and Design Club - Film (up to 60”)
SILVER Perth Advertising and Design Club - Integrated Campaign
BRONZE Perth Advertising and Design Club - Out of Home Single
BRONZE Perth Advertising and Design Club - Out of Home Campaign
BRONZE AWARD Awards - Creative Strategy
FINALSIT APAC Effies - Government Campaign Effectiveness
The film campaign consisted of ten 30” spots and a cinema spot, above. For the 30” ads, we meet two households, a share-house and a family home.
The radio features the talent in the films and creates a sense of highway hypnosis. The spots were aired in targeted timeslots, so an “after work” spot played after 5pm, a “school pick up” one at 3pm, a “late at night” one after 10pm and so on.
