Initiative and Road Safety Commission WA bring road safety to life via regional art
The Road Safety Commission Western Australia (RSC) has unveiled a new road safety campaign via Initiative, in partnership with Mural Media, transforming everyday community spaces into powerful reminders to stay safe on the road.
The campaign kicked off with the launch of a large-scale wall mural in Esperance. Positioned in the heart of the community, the mural carries the message “Make every journey safe” a localised call to action reminding residents and visitors alike to be safe on the roads.
Phase two incorporated the installation of a new silo mural in Merredin, delivering a striking road safety message to drivers travelling along the Great Eastern Highway, one of WA’s highest-traffic regional routes. The high vis installation is designed to deliver an immediate behavioural cue to slow down.
Adam Barker, Creative Partner at Gatecrasher Advertising, created the campaign designs, building on Initiative’s long-standing remit with the RSC. Since 2018, that remit has focused on securing high-value, long-term OOH placements across regional Western Australia—an environment where inventory is limited, distances are vast, and road trauma rates remain high. The mural strategy expands the traditional OOH toolkit, enabling more impactful and culturally embedded communication in communities where safety messaging is most needed.
Paige English, Head of Perth, Initiative, said: “Regional Western Australia has always been a priority for the RSC, and our ongoing challenge is to ensure important road safety messages reach communities where OOH options are few and far between.
“By working with Mural Media to transform local landmarks into high-impact placements, we’ve been able to create culturally resonant, highly visible messages that sit at the heart of everyday life.
“These murals demonstrate the power of creativity in driving behaviour change, and we’re incredibly proud to bring a fresh, community-first approach to road safety communication.”
Joanna Hynes, Manager Marketing at the Road Safety Commission, said: “Every death or serious injury on our roads is preventable, and reaching people where they live, work and travel is critical. These murals allow us to deliver road safety reminders in a way that feels authentic and embedded within regional communities.
“By bringing these messages to familiar, highly visible locations, we hope to prompt drivers to pause, reflect and make safer choices while in situ. Once again Initiative has found an innovative way to engage Western Australians and remind them to be safe on the roads.”
The campaign is part of the RSC’s broader commitment to remind Western Australians to stay safe on the roads through impactful, community-based initiatives that combine creativity with purpose.
The artwork brought to life by West Australian craftsmen, handpicked for their experience in large scale murals and design. Esperance was painted by Michael Hartley (@hartleydesign) and Merredin was painted by Mick Haines & Cameron Gordon (@mickhaines_sign_painter @cg_signage).
The murals will stay in situ for 12 months.
Credits
Client Advice & Planning Director: Molly Trumble
Investment Manager: Taylor Shirley
Investment Executive: Ashlyn Zander
Media Partner: Mural Media, Andrew Fordham & Sam Fisher
Creative Concept and Execution by Gatecrasher Advertising
Creative Partner / Copywriter: Adam Barker
ACD / Art Director: Henry Billington
Account Director: Magda Wood
Account Executive: Chloe Foster
Illustrator: Cam Aitkenhead (Head Office Studio)
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