Road Safety Commission unveils new ‘Police are Watching’ campaign via 303 MullenLowe, Perth
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The Road Safety Commission has this week launched a new campaign aimed at reinforcing the likelihood of WA drivers getting caught if they speed.
Launching across the state via video, radio and outdoor, the campaign focusses on drivers creeping over the speed limit. In an effort to curb this behavior, the creative highlights an increase of Police presence on Western Australian roads.
Says Roger Farley, assistant director of strategic communications, Road Safety Commission: “Despite years of education around the risks of speeding, it’s still the largest behavioural factor causing crashes on WA roads. One of the core contributing factors is that people are continuing to dismiss the dangers associated with speed (including low-range speeding).”
Says Derry Simpson, strategic lead, 303 MullenLowe: “We needed to reinforce the dangers of speeding at all levels and dismiss any notion that you might get away with it. With more police officers and more speed cameras on the roads to catch offenders we had a simple, yet compelling piece of evidence to build our campaign around.”
Says Richard Berney, executive creative director, 303 MullenLowe: “The idea of cops as stoic backseat guardians watching over our speed is a sticky one. It’s a notion that’s stayed with me as I’ve been driving around our city and for the sake of everyone on our roads we hope all drivers across WA feel the same.”
Road Safety Commission
Assistant Director Strategic Communications: Roger Farley
Campaign Project Manager: Alisia Mumby
303 MullenLowe
Executive Creative Director: Richard Berney
Creative Lead: Dean Hunt
Senior Art Director: Steve Lorimer
Copywriter: Murray Laird
Producer: Rozanne Fretz
Strategy: Derry Simpson
Client Services Director: Todd Baker
Business Manager: Eloise Cribb
Production Company: The Penguin Empire
Director: Corrie Jones
Producer: Ryan Hodgson
DOP: Patrick O’Sullivan
Photographer: Patrick Schuttler
Audio Production: Soundbyte Studios Brad Habib
3 Comments
Whilst this dramatises the effect, it does remind you we live a police state and has very disturbing overtones.
“One of the core contributing factors is that people are continuing to dismiss the dangers associated with speed (including low-range speeding).”
Unfortunately this campaign doesn’t focus on the dangers of low range speeding, reinforce the dangers of it, or change people’s perceptions of it. It plays on our fear of getting caught.
But to suggest the police are omipresent ‘backseat guardians’, in the world’s largest single police jurisdiction covering 2.5 million square kilometres, is impossibly hard to swallow.
Watch your speedo not the road…