- Fatigue is being targeted in a new horror-themed road safety behaviour change campaign
- Fatigue is second only to speeding as one of the leading contributors of road deaths and serious injuries
- Campaign is part of the Cook Labor Government’s commitment to promote safer driver behaviour on WA roads
Fatigue is a silent killer on Western Australian roads and is the target of a new high-impact Cook Labor Government behaviour change campaign launching regionally this week.
Unwanted Passenger is a thought-provoking horror themed campaign that personifies fatigue as the unwanted passenger lurking in the back seat.
The campaign uses a sinister creative concept to remind people how easily fatigue can creep in.
Over a five-year period, more than 870 people were involved in serious crashes on WA roads where fatigue was a contributing factor, 181 of those resulted in a fatality.
Fatigue is second only to speeding as one of the leading contributors of road deaths and serious injuries.
Fatalities on regional roads are over-represented in the State’s road fatality statistics.
Danger signs of fatigue include:
- wandering thoughts;
- missing a gear, road sign, or exit;
- slowing or speeding up unintentionally; and
- braking too late.
While the campaign’s theme aligns with the ‘spooky’ season, its October launch is no coincidence.
October is one of the deadliest months for people on WA roads, influenced in part by the spring school holiday period and the start of the harvest season.
The inaugural Unwanted Passenger campaign burst will launch in regional areas where many fatigue-related crashes happen, appearing across TV, radio, print, streaming and on-demand services, social media, and other out-of-home messaging including:
- nine regional cinemas;
- on the back of buses in major regional centres;
- roadside billboards; and
- digital advertising boards at roadhouses across the State.
This Road Safety Commission behaviour change campaign is funded through the State’s dedicated Road Trauma Trust Account which sees 100 per cent of safety camera fines allocated to projects and programs to save lives on WA roads.
As stated by Road Safety Minister Jessica Stojkovski:
“Fatigue is a silent killer on our roads and too many people lose their lives every year driving tired.
“Often we think that fatigue is just a mind over matter situation, but that’s simply not true, you cannot negotiate with the shadowy figure of fatigue – it lurks and takes hold in an instant and sometimes without warning.
“This campaign is designed to leave a mark in drivers’ minds, to give them a haunting feeling that remains long after they’ve seen it.
“It is a stark reminder that the risks of driving tired are real and I encourage all drivers to know the consequences and ‘pushing through’ could mean not arriving at your destination at all.”
