Campaign Overview

Regional roads on long weekends and weekends are inundated with metropolitan drivers escaping the city for a holiday break.  These ‘road-trips’ often entail long regional drives, sparking concerns of an increase in tired drivers on WA regional roads.

Background
Fatigue is a silent killer. As a driver, fatigue can slow your reactions and decisions, decrease your tolerance, result in poor lane tracking, affect your capability of maintaining speed, and decrease your alertness.

Between 2012-2016, 21% of regional road fatalities involved fatigue as a contributing factor.

The Line

Fatigue is a silent killer on WA roads
Don’t trust your tired self

Advertising

Media rationale

• Regional television April to June (covering Easter weekend, school holidays, Anzac Day and WA Day long weekend);    
• Network 10 – fatigue community message read live in News/ Weather (Mon-Thurs, in the lead up to long weekends);
• Metro radio live reads (Australian Traffic Network) reminding community of the dangers of driver fatigue, in the lead up to long weekends;
• Spotify and Big Mobile in-car audio ads;
• Digital support activity including Facebook, Instagram, Catch-up TV, YouTube;
• Strategically place a highly visible billboards on the Forrest Hwy (Southbound) and Albany Highway (both directions) April-June

Creative includes:

Television

Metro 30sec television commercial     
Regional 30sec television commercial     

Radio

Fatigue Radio 30 Seconds (MP3, download)

Digital

Regional 6sec spot (cutdown of television commercial)  
Regional 15sec spot (cutdown of television commercial)

Outdoor billboard