Road Safety Commission and The Brand Agency launch ‘Caught in a Flash’ campaign to raise awareness of new safety cameras
The Road Safety Commission, in partnership with The Brand Agency, has launched a new campaign titled “Caught in a Flash,” aimed at raising awareness of the statewide rollout of advanced safety cameras.
The “Caught in a Flash” campaign aims to clearly explain the purpose of new safety cameras to beyond just ‘speeding’. The core message, “Think you can get away with it? Not anymore,” underscores the cameras expanded capabilities.
Unlike traditional speed cameras, these new safety cameras, which will start issuing infringements from October 2025 can detect mobile phone and seatbelt violations, as well as speeding. This comprehensive approach is a significant step in cracking down on unsafe driving behaviours in Western Australia.
The campaign was launched across various platforms, including 30-second OLV, radio, OOH and digital/social media executions on Meta and TikTok. The creative features stark imagery of drivers caught in the act of unsafe behaviour, frozen in time by a camera flash, powerfully conveying the message that their actions will no longer go unseen.
“If you’ve ever been pinged by a traffic camera, you’ll know that feeling when you realise you were doing the wrong thing. It’s such a visceral moment and we wanted our campaign to capture that,” said Lachy Banton, Associate Creative Director at The Brand Agency. “The result is a communication that is clear, compelling and most importantly, ensures all Western Australian drivers, understand the expanded capabilities of these new cameras and the consequences of being caught.”
The new safety camera trailers are based in the Perth metropolitan, Great Southern and Mid West regions and can move across the State.
They complement existing fixed safety cameras, further enhancing enforcement of illegal behaviours.
The “Caught in a Flash” campaign launches this month, with messaging rolling out throughout the rest of the year.
Credits
Client: Road Safety Commission
Road Safety Commission: Simone Steele, Joanna Hynes, Jess Francis, Angela Langton
Agency: The Brand Agency
Creative: Lachy Banton, Jake Ransom
Account Management: Evan Murie, Paula Helander and Sara Cunningham
Strategy: Daniella Chadinha
Producer: Courtney Reid
Production Company: Sandbox
Design: Dan Agostino, Mindy Lee and Zoey Portilla
Sound Studio: Soundbyte
