The Road Safety Commission has launched the latest version of its successful ‘No one plans a crash’ (NOPAC) campaign with a fresh focus on drivers aged 30 to 39 — the second highest age bracket of those killed or seriously injured on WA roads.
Research shows that NOPAC is the Road Safety Commission’s most successful and influential campaign aimed at instilling positive behaviour change for WA’s road users.
This will be the fourth household in the NOPAC series – following campaigns on mature and young families, as well as motorcyclists and novice drivers – and targets messaging towards dual income no kids (DINK) audiences. It speaks directly to experienced, confident drivers who often juggle busy lives, responsibilities and routines, and who don’t always realise how close to home risk can be.
Over the five-year period between 2019 and 2024, 30 to 39-year-olds made up on average 16 per cent of all those killed and seriously injured on our roads.
More than $1.6 million has been invested by the RSC into this mass media campaign through the Road Trama Trust Account (RTTA). All funding provided via the RTTA sees 100 per cent of safety camera fines spent on projects that save lives and reduce trauma on WA roads.
Why choose DINKs as the target audience?
RSC research reveals there are elements in the 30-39 age groups that exhibit a strong link to unsafe driving behaviours, an overconfidence in their driving abilities. This is compounded when people have higher disposable incomes - infringements don’t have the same personal impact, which reduces the chance of changing driver behaviour.
The creative concept for this NOPAC campaign centres around complacency behind the wheel and addressing the unsafe behaviours of fatigue, inattention, mobile phone distraction and speeding.
Campaign focus – ‘If your mind’s at home, its not on the road’
The objective of this latest campaign is to remind drivers that serious crashes don’t only happen on long trips or unfamiliar roads. They happen close to home, and often when people are most relaxed and least alert. In fact, around 50 per cent of crashes occur with 10km of your home.
Different scenarios covered in the campaign focus on common, relatable situations for this age group such as heading home after a long day, thinking about dinner plans, checking a reminder. When complacency and over confidence are combined with busy life demands, it can lead to distraction – a lethal combination for a driver.
The message is clear: When your mind’s at home, its not on the road.
To learn about safe driving behaviours, visit our home page Make every journey safe.
Campaign details
NOPAC DINKs utilises a statewide multi-media approach across cinema, broadcast television, catch-up/connected and streaming TV, radio and social and digital media.
There are four everyday scenarios captured in this series which includes: a couple planning a home dinner with fatigue causing disastrous consequences, a pet owner who is distracted by a mobile phone reminder, a romantic date not happening because of speed and a farmer not making it home due to fatigue.
To learn more about this NOPAC campaign and view the different scenarios, visit the RSC’s campaign website.
Comments from Road Safety Commissioner Adrian Warner:
“No one plans a crash is our largest and most successful campaign series to date and its strong messaging is making a big impact on changing behaviour.
“This campaign is focussed on DINKs and we’re encouraging them to think of those people who want them to get home safe, so we’re asking them to stay on the job, stay switched on and be mindful on getting there safely.
"It's often all too easy to dismiss road safety messaging because you consider yourself a safe and lawful driver but this campaign highlights how if you're not planning a safe journey, you might as well be planning one that's unsafe.
“Our message is clear: even if you are an experienced driver we don’t want your confidence to turn into over confidence and we don’t want your complacency to turn into a crash.
“Please remember you are not home, until you are home.”
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