Don’t trust your tired self
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
