With Christmas parties, holidays, family reunions and catch-ups, there’s a good reason why the festive period is called ‘the silly season’. Sadly, it’s also the season that sees an upswing in silly mistakes being made on our roads – mistakes that cost 166 West Australians their lives last year.
To address this issue head on, Road Safety Commission and The Brand Agency created a poignant installation featuring decals of shadows representing those who lost their lives on our roads. Launched by Road Safety Minister Paul Papalia at Bathers Beach in Fremantle, The Shadows of Summer installation has and will be placed at key locations including Fremantle, Scarborough, Hillarys, Northam, Geraldton, and Mandurah as a sombre reminder for all road users to take care on the roads this summer.
Dean Hunt, Executive Creative Director, The Brand Agency, said: “The Shadows of Summer. 166 deaths on WA roads. This travelling activation, running across popular summer locations in WA, sheds a light on this sobering statistic. Each shadow represents somebody lost on our roads in 2021. People that should be enjoying their summer break with loved ones, family, and friends. Sadly, they are not. Don’t be missed. Drive safely.”
“The primary message is to consider the consequences. If you drive dangerously, if you speed, if you drive under the influence of alcohol or other drugs, and potentially if you drive tired, you can end up as one of these shadows on the ground and your families will feel the loss for the rest of their lives.” Says Road Safety Minister, Paul Papalia.
Adrian Warner, Road Safety Commissioner, said: “the responsibility for road safety is up to all West Australians. When you get in your car, even if it’s to go down the road and grab some milk, be mindful. Focus on making your next journey safe, for yourself and also for others. Don’t be missed. Drive safely.”
In addition to the installations around the state, the campaign is supported by OOH and social collateral.
Client: Road Safety Commission
Kylie Pitman, Strategic Communications Manager
Alisia Mumby, Campaigns Officer
Mikhail Wong, Digital Project Officer
Agency: The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Art Director: Niall Stephen
Copywriter: Lachy Banton
Design: Clayton West & Elly Litton
Account Management: Brendon Lewis, Evan Murie & David Svarc
Production Manager: Katrina Clayton
Production Company: King Street
Videographer/Photographer/Editor: Daniel Oreskovich & Julian Solecio
Activation Company: Impact Communications