No one plans a crash

In 2025, 184 Western Australians died on our roads. That’s 184 people who will never return home to their loved ones again.

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 majority of road crashes are not caused by illegal behaviour. 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.

No one plans a crash is the Commission’s largest, most influential campaign to date at instilling positive behaviour change. Through relatable everyday scenarios, the campaign urges WA drivers to consciously choose safe driving behaviours – for themselves and other road users - when they get behind the wheel.

To learn more about safe driving behaviours, visit our page Make every journey safe.

If your mind’s at home, it’s not on the road

The key insight for the campaign’s fourth household is that the closer you are to home, the more likely you are to be in a crash. In fact, more than 50 per cent of crashes occur within 10km of your home.

Confidence in familiar routines and roads combined with busy life demands can lead to distraction and complacency – a potentially fatal combination.

Remember, if your mind’s at home, it’s not on the road.

Campaign objectives

The overarching objective of this campaign is for road users understand that catastrophic crashes can happen to anyone if they don’t consciously plan a safe journey.

The campaign aims to bring peoples’ everyday driving behaviour top of mind, to create awareness and understanding about how people can contribute to a safer road environment in WA.

It reminds Western Australians of the immense responsibility each and every one of us has behind the wheel to drive consciously, engaged, and safely.

Evidence which informed the campaign

The development of this campaign was informed by numerous research and evidence-based resources, including:

Qualitative deep dive/campaign evaluation, July 2025, Painted Dog Research

WA Driver Attitudes & Behaviours Segmentation research 2024, Verian

Community Attitude Monitor December 2024, Verian

Community Attitude Monitor July 2025, Verian

Multiple previous campaign evaluations/learnings, Painted Dog Research

Driving Change Road Safety Action Plan 2024-2026

Driving Change, Road Safety Strategy for Western Australia 2020 2030

Crash data - WA Road Fatalities and Serious Injuries 2019-2024, Road Safety Commission

KSI Report 2024

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 supported by Road Safety Commission funding.

Behind the scenes

The campaign has been developed and executed through a collaborative effort involving a range of talented Western Australian teams, including the advertising agency, the Director, and the production company.

Media channels and creatives

No one plans a crash DINKs utilises a statewide multi-media approach across cinema, broadcast television, catch-up/connected & streaming TV, radio and audio, cinema, social/digital media and out-of-home advertising.