Road Safety Commission launches the next chapter of ‘No One Plans a Crash’ campaign via The Brand Agency
The next campaign in the Road Safety Commission’s successful Make Every Journey Safe platform was launched this month, via The Brand Agency.
The campaign aims to drive a cultural shift in how Western Australian road-users think and behave every time they embark on an everyday journey. Instead of driving on autopilot, allowing lapses of concentration or judgement to put us at risk, the campaign asks people to actively plan not to crash.
In its first year, the No One Plans a Crash creative platform has already helped deliver a 55% reduction in inattention-related crashes that caused a fatality across Western Australia. This equates to 10 fewer lives lost on our roads compared to the previous year. Instead of following the usual tropes of behaviour change public safety campaigns, the campaign takes a long-term brand-platform approach, and instead applies brand building techniques to a public safety message.
The five new films feature an everyday family with adult children. Each 30″ spot joins a respective family member as they discuss their plans for the day, before leaving to embark on their everyday journey using different modes of transport. These realistic scenes are interrupted by an emotional ‘premonition’ from a concerned and grieving family member or loved one, before snapping-back to everyday reality. A reminder that most serious crashes happen on the everyday journeys we all take.”
No Seatbelt 30”
Distracted Daughter 30”
Speeding Dad 30”
Drink Driving Son 30”
Motorbike 30”
Safety Social Video
Drink Driving Social
Fatigue Social
No Helmet Social
Speeding Social
Seatbelt Social
Distracted Phone Audio
Speeding Car Audio
Speeding Motorbike Audio
Dean Hunt, The Brand Agency Executive Creative Director said, “It’s great to see No One Plans A Crash 2.0 come to life. The strength of this campaign builds with every new execution created. Across multiple platforms, the more executions we create, the broader the audience we can reach. Using film and OOH more like responsive digital allows us to feature multiple audience groups, types of transport, driver behaviours, and consequences. Time and location specific executions give us even more cut-through and connection. Super proud of all involved. We could not be happier with the results we are seeing.”
Joanna Hynes, Road Safety Commission said, “No One Plans A Crash has been our most successful campaign to date, with the highest number of Western Australian’s saying this campaign would cause them to make safer choices on our roads. Achieving positive behaviour change on our roads is what we are here to do, so we couldn’t be prouder.”
Evan Murie, The Brand Agency Business Director, said, “Really excited to continue this campaign as part of the five-year strategy, especially if we keep seeing the positive results and help save lives on our roads”.
The campaign launched across Cinema, TV, OLV, Audio, OOH, Social & display.
Road Safety Commission
Simone Steele: Director Education & Behaviour Change
Joanna Hynes: Manager Strategic Communications
Stacey Coppack: Manager Community Initiatives
Kirsten Brent: Strategic Communications Coordinator
Alisia Mumby: Campaigns Officer
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Julia Elton-Bott
Senior Copywriter: Mitch Mitchell
Head of Brand Strategy: Hannah Muirhead
Account Management: Evan Murie, Darcy Sargent, Sara Cunningham
Senior Producer: Rozie Fretz
Production/Design/Studio: Dan Agostino, Clayton West, Julian Farnan, Nicola Commons, Paul Connelly
Clockwork Films, WA
Executive Producer: Katie Trew
Director: Armand de Saint-Salvy
Producer / 1st ad: Alan Robinson
Production Manager: Anouk Ratnawibhushana
Prod. Coordinator: Josh Nicholas
Prod. Runner / Unit: Alex Gibbs
Prod. Runner: Jed Cowper
DOP: Patrick O’Sullivan
Camera B Pperator: Elliott Nieves
1st AC (1st Unit): Arthur Bienkowski
1st AC (2nd Cam): Bassem Azer
2nd AC / (A & B Cam): Fletcher Gardiner
Video Split / VT OP: David Attwell
Gaffer: Jean Vandermere
Best Boy / Generator: Andrew Piercy
3rd Electrics: Arif Defty-Rashid
Key Grip: Greg Mckie
Grip Assistant: Tim Green
Grip Assistant: Clint Lawrence
Sound Recordist: Glenn Dillon
Boom Operator: Jeremy Ashton
Production Designer: Monique Wajon
Standby Props: Kaylee Higgott
Art Assistant: Hannah Terpsis
Art Set Dec: Chrissy Lynch
Wardrobe Stylist: Maria Papandrea
Wardrobe Assistant: Jessica Wilson
Hair & Makeup Artist: Nadia Duca
Safety Officer: John Fairhead
Post: Clockwork Films
Editor: Matt Maunsell
Colourist: Yanni Kronenberg
Audio Post: Cue Sound
Sound Engineer: Shaun Sandosham
BTS: King Street – Julien Solecio
Casting: Toesox
Cast:
Tom Edwards
Lily Slattery
Justin Hewitt
Leanne Dryburgh
11 Comments
This formula is really getting a bit old. I’m surprised RSC have gone for a round 2.
Not many actors can nail the ‘No, you’ll die’ performance and most of these feel really contrived.
As a motorist, what behaviour should I display or modify to stop myself from dying or killing somebody on the road?
Or do I simply wait for Dad to have an internal monologue moment?
I really don’t get it.
I’ve never understood this campaign. I just don’t get the ‘idea.’ And the performances of the talent actually make me want to laugh…which I’m guessing isn’t the desired response.
There is no ‘idea’ to get. It’s a flawed premise. If they are having a psychic premonition, wouldn’t they stop the person from driving? The more you think about this campaign, the more illogical it becomes. And doing an exact cut and paste of the last campaign seems like a wasted opportunity. Seen one, seen them all. PADC Best in Show though, so it should clean up at the major award shows…
Would love to see the detail of exactly how “a 55% reduction in inattention related crashes that cause a fatality” can be attributed to this campaign.
Oh wait, it’s at a 20 year high.
The most over-produced scenes and outfits I’ve ever seen! This looks like a pinterest-board-nightmare. As if the fake acting wasn’t ruining the relatable-realism enough.
My main takeaway from this campaign is how unlucky is this family!!
Everyone dies at some point in this campaign!!
While all feedback is welcomed. I thought it might be good to share some data and thinking behind the campaign.
CONSISTENCY.
While we considered changing the creative, we know that consistency is one of the hallmarks of creative effectiveness. Consistency creates attribution and distinction, helping the brain with rapid decision making by tapping into the System1 brain.
MESSAGE TAKEOUT.
Independent campaign evaluation for the initial campaign found that more than four in five drivers (82%) stated they would consciously make safe driving decisions as a result of seeing the campaign.
RESULTS.
Of course, there are a huge range of factors at play when it comes to road safety including speed, road design, vehicle standards, and a whole lot of luck and this makes it extremely difficult to draw a direct line of sight between the campaign and the reduction in deaths.
Given the results of the campaign evaluation, and the 55% reduction in inattention related deaths in 2023, we have used these two data points to describe in our press release how the campaign has helped to deliver this reduction.
I’d love to have a coffee to discuss our approach if anyone is keen, let me know.
Cool story, bro.
Sorry. But this is blatant data spin. Fatalities have increased on regional and metro roads (considerably) since the campaign has been in market.
That’s according to the Road Safety Commission and the State Govt.
https://www.wa.gov.au/organisation/road-safety-commission/road-fatalities-year-date-and-annual-statistics