Road Safety Advisory Council
Case Studies
Right Around the Corner
A partnership between the police and the public for the safety of all.
Intro
With 255 serious injuries and 50 lives lost, 2022 was a heart-breaking year on Tasmanian roads. The Road Safety Advisory Council (RSAC) made it their mission to bring this unacceptable toll down in 2023. Ahead of the Christmas holidays, RSAC wanted people to pay attention, drive responsibly and follow the road rules. They engaged us to create a campaign that would encourage a partnership between the police and the public for the safety of all.
Contribution
Strategy & Planning
Creative Direction
Research & development
Design
Social Campaign
TVC
Radio
Print
Production
Photography
Art Direction
Copywriting
30 second TV commercial
When people believe police are everywhere, they tend to drive more safely. However, it’s not possible to be on every street at every hour. Our challenge was to create the perception of police presence and the belief that if you’re doing the wrong thing, you will get caught. Our message was simple: as Tasmanians are out and about, so are the police. The strap line “We’re looking out for you” served as a caring reminder that police have eyes on the road because they’re keeping us safe. We used clear, friendly language, alongside realistic driving scenarios, to reinforce the heightened risk of being caught – both in the places you expect police and the places you don’t.
Measuring Success
We devised a strategic media schedule to maximise exposure. Since our campaign coincided with school holidays, Christmas and New Years, when many road users break their regular routines, we placed radio ads on heavy rotation to reach drivers at any time of day. Across social media, our campaign gained over two million impressions. Our TVC was broadcast across prime time, sports, news and select day-time programs, which allowed us to reach nearly 400,000 people on a modest budget. Of course, the true measure of success for this campaign was Tasmanians getting home safely. And while any death on the road is one too many, there was a significant reduction in fatalities from the previous year.