We plan to pick our children up from school, we plan to be at work on time for a meeting, we plan to meet our friends at the beach. But no one plans a crash. This campaign targets all Western Australians to think about that very fact, every time they embark on a journey on our roads.
The Road Safety Commission’s latest evolution of its “Make Every Journey Safe” platform, was launched yesterday by Road Safety Minister Paul Papalia, with a 15m-long metal sculpture at Scarborough Beach, depicting a vehicle crashed into the campaign line.
The activation will be at Scarborough Beach until Monday 12th December ahead of the campaign’s main launch over Christmas and into the new year. The activation, which will be supported with metro billboards and bus backs, will be used at other events around Western Australia to spread the ‘No one plans a crash’ message further.
Dean Hunt, The Brand Agency Executive Creative Director, said: “They say that life happens when you’re busy making plans. Well, crashes happen too. Today represents the first step for our ‘No One Plans a Crash’ campaign designed to make us all think before we embark on our own everyday journeys.”
Road Safety Commissioner, Adrian Warner, said: “The campaign really captures how everyday life – work, kids, study – can get in the way of good, safe driving decisions. I hope it starts real conversations about our road safety culture here in WA”.
“No one plans a crash – make every journey safe represents a big shift in the way we approach our behaviour change campaigns, and I am looking forward to seeing it result in more of the behaviour we want to see happen on our roads, more often.”
Evan Murie, The Brand Agency Business Director, said: “No one plans to kill or seriously injure themselves or someone else when they leave the house. This activation and future campaign are designed to get people to think about every journey they take and do what they can to make it a safe one. It’s great to be working on a campaign that will help save lives this holiday period”.
The campaign will also feature Cinema, TV BVOD, Audio, OOH, Social and Display formats that will launch across Christmas and into January 2023.
Road Safety Commission
Director Policy & Programs: Rebecca Hamilton
Strategic Communications Officer: Joanna Hynes
Campaigns Officer: Alisia Mumby
Digital Communications Coordinator: Kirsten Brent
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Account Management: Evan Murie, David Svarc
Production Manager: Katrina Clayton
Design/Artwork: Angelica Garland, Kiara McIlroy, Julian Farnan
Production Company: King Street
Videographer/Photographer/Editor: Peter Townsend
Activation Company: Artcom Fabrication & Impact Communications