Campaign Materials

To use or reproduce these campaign materials, please email a completed Request to Reproduce Copyright Materials to info@rsc.wa.gov.au.

Students looking for campaign information packs should email info@rsc.wa.gov.au.

Might Be a Mate


There is an increasing trend in crashes involving cyclists in WA, resulting in them being killed and seriously injured (KSI).  In recent months, cyclist fatalities have generated significant media attention, making the issue top-of-mind in the WA community. 
Further fuelling this concern is that despite making up only 2 per cent of road users, cycling related fatalities account for over 3.5 per cent of the total figure.  And is notably on the rise.

cycling-campaign-ksis.png

The Might Be a Mate campaign is a positive, wide-reaching, mass-media education campaign, which aims to increase awareness of cyclist safety across the community. The key behavioural messages focus on a range of practical measures (such as safe passing distances) with an overarching safety message targeted at both cyclists and motorists.
The overall communication objective is safety and respect. All road users need to respect one another on the road and take collective responsibility for keeping everyone safe, whether driving or riding.  Specifically:
 
  • motorists to understand the importance of maintaining a safe distance around cyclists
  • cyclists to understand what they, in turn, are responsible for, when it comes to safe cycling behaviour
  • Increase the awareness of the rules regarding cyclists.

Advertising: 

Distractions

Road Safety Commission’s Driver Distraction Education Campaign aims to build awareness of the significant danger of being distracted whilst driving – particularly through use of a mobile phone device.

Driver distraction is the diversion of attention away from driving toward a competing activity. It has been identified as an emerging road safety issue and is ranked by road safety authorities around the world as a significant contributing factor to road trauma.

While there are numerous causes for driver distraction, ‘use of a mobile phone whilst driving’ and ‘use of a television in a vehicle that is visible to the driver’ are illegal offences in WA resulting in a $400 fine and 3 demerit points.

A most concerning insight is that despite 90% of WA drivers acknowledging the danger of texting while driving, 57%, still irregularly or regularly offend. This campaign talks to this audience.

Two Seconds on Your Phone is 33 Metres Driving Blind.

Contains some key messages:

  • Looking at your phone behind the wheel is like driving blind.
  • Don’t text behind the wheel.
  • If you text behind the wheel it could cost you $400 and 3 demerits.

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Drink Driving

For over 20 years, the State Government has focused on community education campaigns to raise awareness on the danger of drinking and driving. Encouragingly in the last seven years alone, the number killed or seriously injured on WA roads where alcohol was a factor has reduced from 313 in 2008 to 92 in 2015. But that’s still 92 too many.

 To date, the State Government’s ‘anti-drink driving education campaigns’ have been effective in reducing trauma on our roads. But what do we do about the 14% of WA drivers who despite having the right attitude of knowing the danger of drink driving, still irregularly or regularly offend? This campaign talks to this audience.

Blow 0.05 and You Blow Over

Contains some key messages:

  • At .05 you chance of crashing doubles.
  • Don’t let another drink put you over.
  • Blow .05 and you could get a $400 fine.
  • Blow over and you could lose your licence.

Advertising:
 

Speeding

For nearly 20 years, the State Government has focused on community education campaigns to raise awareness on speeding. Encouragingly, in the last seven years alone, the number of people killed or seriously injured on WA roads where speed was a factor has reduced from 479 in 2008 to 134 in 2015. But that’s still 134 too many.

To date, the State Government’s ‘speeding education campaigns’ have been effective in reducing trauma on our roads.  But there is a concerning ambivalence within the community to the impact of low level speeding.  49% think it’s ok to speed in certain situations.  A further 18% are neutral; while only 33% reject speeding in any situation.   So not surprisingly, 40% of WA drivers irregularly or regularly offend.  This campaign talks to this audience.

Over is Over

Contains some key messages:

  • Don’t be a creep. Over. Is Over.
  • Remember to plan ahead. Stick to the speed limit.
  • How much will your next fine cost? For every 10km/h over the limit your fine increases

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