We plan to pick our children up from school.
We plan to be at work in time for a meeting.
We plan to meet our friends at the beach.
But no one plans a crash.
No one plans to kill or seriously injure themselves or someone else when they leave the house.
But the fact is, if you don't consciously plan a safe journey, you may as well be planning an unsafe one.
The ‘No one plans a crash – make every journey safe’ campaign uses everyday scenarios of a family and a share house of three young friends. It highlights a number of everyday tragedies, each of which could have been avoided or had a lower impact if people had made better ‘one-off’ choices.
The development of the campaign was informed by numerous research and evidence-based resources. This Behind the scenes – No one plans a crash video gives insight to the genesis of the campaign idea.
Campaign objectives
Its core objective is to have all road users understand that catastrophic crashes can easily happen to anyone, every day – even to those who consider themselves safe, law-abiding road users. It asks viewers to consider ‘what can I do to help make every journey safe’.
Zero deaths and serious injuries on WA roads is achievable, one journey at a time.
To learn more about safe journeys and what you can do, visit our page Make every journey safe.
Background
175 people died on WA roads in 2022 and around 1,700 people are seriously injured each year. Each one of these deaths was someone’s child, someone’s parent, someone’s brother, someone’s friend.
The majority of road crashes are not caused by illegal activity. If we drive consciously – by being alert, planning to leave on time, interacting with other road users courteously and respectfully – the number of crashes can be reduced.
It’s up to all of us to do our part to ensure these deaths do not happen.
Evidence which informed the campaign
The development of this campaign was informed by numerous research and evidence-based resources, including:
- WA Driver Attitudes & Behaviours Segmentation study 2020, Kantar Public
- Community Attitude Monitor February 2022, Kantar Public
- Citizen Engagement study, August 2021 Kantar Public
- Message Resonance Testing, June 2020, Painted Dog Research
- Multiple previous campaign evaluations/learnings, Painted Dog Research
- Driving Change, Road Safety Action Plan 2021 2023
- Driving Change, Road Safety Strategy for Western Australia 2020 2030
- Crash stats - WA Road Fatalities and Serious Injuries 2016-2021, Road Safety Commission
Support for people impacted by road trauma
Anyone in WA who has been affected by a road crash can contact Road Trauma Support WA on 1300 004 814 for free information, support and counselling. This service is proudly supported by Road Safety Commission funding.
Media channels and creatives
No one plans a crash utilises a multi-media approach across television, catch-up/ connected TV, radio, cinema, digital, social media and out-of-home advertising. To jump to the creatives for a particular media, select it in the list below:
TV/Catch-up & Connected TV
Family scenarios
Friend scenarios
Crossover: Family and friends scenario
Goolarri Media version TVC
In an effort to provide road safety messaging in a culturally sensitive and acceptable format, we approached Goolarri Media Enterprises, which is located in Broome, to write, produce and schedule a version of ‘No one plans a crash’ that was appropriate to the Aboriginal people in the north-west of WA.
Radio (State-wide)
NOPAC family radio AM – Katie 30sec
NOPAC family radio PM – Katie 30sec
NOPAC family radio PM – Marty 30sec
NOPAC friends radio night – Alice 30sec
NOPAC friends radio shopping – Cam 30sec
NOPAC friends radio AM – Dev 30sec
Social and Digital
Facetime videos
I didn't plan...
Links to more social media videos:
NOPAC Social Friends/Cam – I didn’t plan to take a life
NOPAC Social Friends/Cam – I didn’t plan to drink so much
NOPAC Social Friends/Dev – I didn’t plan to kill my best mate
NOPAC Social Friends/Dev – I didn’t plan to clip that cyclist
NOPAC Social Family/Marty – I didn’t plan to fall asleep at the wheel
NOPAC Social Family/Marty – I didn’t plan to miss the bend
NOPAC Social Family/Katie – I didn’t plan to look down at my phone
NOPAC Social Family/Katie – I didn’t plan to go to jail for manslaughter
Banners and Out-of-home
3x1 banner - No one plans a crash
A1 and A3 Posters
A1 Poster: No one plans a crash
A1 Poster: Just popping to the shops
A3 Poster: no one plans a crash
A3 poster: Just popping to the shops
Support for people impacted by road trauma
Anyone in WA who has been affected by a road crash can contact Road Trauma Support WA on 1300 004 814 for free information, support and counselling. This service is proudly supported by Road Safety Commission funding.
What next?
This campaign will be monitored during the course of its time in market, and subsequently evaluated, to ensure learnings relating to positive behaviour change help inform further campaign extensions.
