Fatigue is one of the number one killers on WA roads, with around 15 lives lost annually in crashes in which fatigue is suspected to be a significant contributing factor. To put fatigue top-of-mind with Western Australian drivers, The Road Safety Commission and The Brand Agency collaborated with Centurion to deliver a new fatigue campaign to those in regional areas. ‘Don’t Drift off’ reminds drivers of the importance of staying awake, alert and far away from the gum trees that line the WA roads.
The sides and backs of over 30 Centurion Trucks were covered with three striking “Don’t Drift Off” designs, allowing the message to be seen by drivers and the wider community. These trucks will be seen throughout our State for the rest of the year and supported with various billboard placements in regional areas.
Dean Hunt, Executive Creative Director at The Brand Agency, said: “Outdoor is such a powerful medium. In this case, the creatives had a striking visual idea and a simple message. At the same time, the media placement itself put that message exactly where it should be – on the regional roads of Western Australia. Big thanks to all involved. ”
Evan Murie, Business Director at The Brand Agency, said: “The collaboration with Road Safety and Centurion Trucks is a great mobile road safety reminder for drivers and passengers whilst on their journey. It’s great to see Government and local businesses working together to help keep our roads safe.”
Road Safety Commission
Client: Rebecca Hamilton, Director Policy & Programs
Client: Joanna Hynes, Strategic Communications Manager
Client: Alisia Mumby, Campaigns Officer
Client: Kirsten Brent, Digital Communications Coordinator
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Creative Director: Steve Straw
Senior Senior Art Director: Niall Stephen, Andrew Allingham
Senior Copywriter: Dan Debuf
Account Management: Evan Murie, Lili Gadsby
Electronic Art: Julian Farnan, Nicola Commons