Road Safety Commission and The Brand Agency launch ‘Life Saving Safety Stickers’

The Road Safety Commission, in partnership with The Brand Agency, launched ‘Life Saving Stickers’, new always-on digital activity designed to tackle the issue of risky road behaviour in Western Australia. The initiative challenges the common misconception that serious crashes only happen to reckless drivers, when most life-threatening incidents occur during mundane, everyday trips when road users slip into autopilot.

‘Life Saving Stickers’ moves away from traditional shock tactics, instead opting for a relatable and emotionally resonant approach. It features a suite of 17 bespoke animated characters across 38 videos, each delivering crucial life-saving messages across five key topics: drink driving, fatigue, eRideables, motorcycles, and safer vehicles. These ‘stickers’ are designed to transform small, personal touches into powerful reminders, encouraging conscious behaviour behind the wheel and preventing drivers from falling into dangerous habits.

“We know that people personalise their cars with bumper stickers, keychains, and seat covers – these small details say a lot about the person behind the wheel,” said Kirsten Brent, Strategic Communications Coordinator. “Our ‘Life Saving Stickers’ leverage this insight, bringing these personal touches to life with animations that deliver vital road safety messages. The goal is to prevent drivers and other road users from slipping into autopilot and to encourage them to make every journey safe.”

Blanche McKie, The Brand Agency, said: “A key part of this activity was making the creative feel like native social content. On social, an ad that looks like an ad can get lost in the scroll. Through engaging character design, scripting, and humorous voice-overs, we captured attention first before delivering a potentially life-saving message.”

The activity was developed speak directly to seven different audience profiles and will be deployed across Meta, Snapchat, and TikTok. The “Life Saving Stickers” material launched earlier in July, with the rest of the messaging rolling out throughout the rest of the year.

Credits
Client: Road Safety Commission
Simone Steele: Director, Education and Behaviour Change
Joanna Hynes: Manager, Marketing
Kirsten Brent: Strategic Communications Coordinator
Agency: The Brand Agency
Associate Creative Director: Lachy Banton
Creative: Blanche McKie and Gaby Hanna
Account Management: Evan Murie, Paula Helander & Sara Cunningham
Strategist: Daniella Chadinha
Producer: Courtney Reid
Animator: Clayton West
Design: Dan Agostino, Mindy Lee and Zoey Portilla
Sound Studio: Fable