Saving Lives Together

Don't trust your tired self

Campaign Overview

Regional roads on long weekends and weekends are inundated with metropolitan drivers escaping the city for a holiday break.  These ‘road-trips’ often entail long regional drives, sparking concerns of an increase in tired drivers on WA regional roads.

Fatigue is a silent killer. As a driver, fatigue can slow your reactions and decisions, decrease your tolerance, result in poor lane tracking, affect your capability of maintaining speed, and decrease your alertness.

Between 2012-2016, 21% of regional road fatalities involved fatigue as a contributing factor.

The Line

Fatigue is a silent killer on WA roads
Don’t trust your tired self


Media rationale
  • Regional television April to June (covering Easter weekend, school holidays, Anzac Day and WA Day long weekend);    
  • Network 10 – fatigue community message read live in News/ Weather (Mon-Thurs, in the lead up to long weekends);
  • Metro radio live reads (Australian Traffic Network) reminding community of the dangers of driver fatigue, in the lead up to long weekends;
  • Spotify and Big Mobile in-car audio ads;
  • Digital support activity including Facebook, Instagram, Catch-up TV, YouTube;
  • Strategically place a highly visible billboards on the Forrest Hwy (Southbound) and Albany Highway (both directions) April-June

Creative includes:


Metro 30sec television commercial     
Regional 30sec television commercial     


Fatigue Radio 30 Seconds (MP3, download)


Regional 6sec spot (cutdown of television commercial)  
Regional 15sec spot (cutdown of television commercial)

Outdoor billboard