The Brand Agency makes a big statement about distractions for the Road Safety Commission

On behalf of the Road Safety Commission, The Brand Agency in collaboration with Evoke Media has created an activation to get drivers to reconsider their poor driving habits. The project tackles the issue of mobile phone use while driving and reminds drivers that this can have serious consequences. 

Using key visual symbols synonomous with mobile phone usage, the two ambient pieces, showing one car that has crashed into a typical phone navigation map pin and the other into a text message bubble, illustrate the increased risk of collision when using a mobile phone whilst driving. The key message being, small distractions can have big consequences. 
Clodagh Garvey, Principal Project Officer at the Road Safety Commission, said "Research shows that although 90% of West Australians acknowledge the danger of texting and driving, 57% are still regular offenders. Our intention is to raise awareness of the dangers of distracted driving and reduce the number of incidents on our roads."

Statistics show that the use of a mobile phone while driving increases the risk of being involved in a crash by up to four times. In 2016, 14% of road deaths were due to inattention-related crashes.

Coinciding with Road Safety Week (8-14 May), the project launched on Monday at Perth Town Hall and will appear in different locations around the CBD, Fremantle and Joondalup during the week. 

The campaign is part of The Road Safety Commission's Priorities campaign which launched in November 2016 to target distracted driving, speeding and drink driving.  

Natalie Pearson, Account Director, The Brand Agency commented: "The Priorities campaign set out to communicate road safety in a completely different way, to move people out of their apathy, and this activation continues to do that. These constructions will make a big statement and will be hard to miss, hopefully they will make people realise that by using their mobile phone behind the wheel they are putting their own and other lives at risk".

Agency: The Brand Agency, Perth
Creative: Steve Straw, Melita Masters, Nathan Teoh
Account Management: Natalie Pearson, Darcy White
Production Company: Evoke Media
Media: Paul Clout (Carat) 
Road Safety Commission: Clodagh Garvey, Alisia Mumby