Unwanted Passenger

The Unwanted Passenger campaign highlights the dangers of fatigue on regional WA roads, using an unwanted passenger as a powerful metaphor for how fatigue can creep in behind the wheel.

Last updated: 22 October 2026

In 2024, fatigue was linked to 46 fatalities and 95 serious injuries in WA. This represents an increase of 37% fatigue-related fatalities in 2024 compared to last five-year average (2019-2023).

Regional residents are overrepresented, with 67% of fatigue-related crashes occurring in regional WA areas between 2020 and 2024.

The warning signs of fatigue include:

Frequent yawning
Heavy eyelids or difficulty keeping your eyes open
Increased blinking or blurred vision
Wandering thoughts
Missing a gear, road sign or exit
Slowing or speeding up unintentionally
Braking too late

Learn more about the impact of fatigue can have on your ability to drive and how you can avoid driving tired.

The Unwanted Passenger

Fatigue is a silent killer on WA roads. To illustrate the dangers of driving tired, this campaign personifies fatigue as a shadowy, unwanted passenger that creeps into vehicles, and engulfs the driver's consciousness.

Campaign objectives

The overarching objective of this campaign is to raise awareness of driver fatigue by reframing it in a surprising and compelling way that captures attention, serves as a warning, and reinforces the serious consequences of driving tired.

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

Evidence which informed the campaign

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

Crash data - WA Road Fatalities and Serious Injuries 2019-2024, Road Safety Commission Analytics and Insights.
KSI Report 2020 - 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 talent among others.

Media channels and creatives

Unwanted Passenger utilises a regional multi-media approach across cinema, broadcast television, catch-up/connected & streaming TV, radio and digital audio, social/digital media and out-of-home advertising.