Driver Distraction Campaign

Television Commercial

Having trouble with this video? You can download the advertisement by clicking here.

Radio Commercials

Download: Handbag - Driver


Download: Handbag - Victim


Download: Sandwich - Driver


Download: Sandwich - Victim


Download: Texting - Driver


Download: Texting - Victim

Elevator Advertising

     

Ringtones

These free anti-distraction ringtones will be a hit.  Performed by some pretty awesome Australian artists, they’ll remind you not to answer your mobile while driving.

Click here to listen to the ringtones:

     

For your free download text ‘Country,’ ‘Hip Hop’ or ‘Punk’ to 0421260808.
Your standard SMS charge will apply.

iPhone users – please note that iPhones do not allow ringtones to be downloaded, except via the iTunes store.
In case of issues please call the MIA Support line on 1300 724 406.

Terms and Conditions

Standard text costs apply.  You will receive a new message.  Make sure you save and activate your download.  Standard data charges apply when retrieving your content.  This service may not be available to customers of all Service Provider.  Currently this service may not be available to Hutchison '3' subscribers who do not subscribe to an internet browser pack.  The range and type of content that you can access depends on your phone and coverage area.

Order Form

Brochure

Posters

     

It has been estimated that driver distraction played a role in 32% of all road crash deaths and serious injuries in Western Australia between 2005 and 2007.
 

Overall Goal of the Driver Distraction Campaign

The overall goal of the Driver Distraction campaign is to reduce death and serious injury by raising public awareness of the dangers of in-car distractions while driving.
 

Target Audience

Many people in the community will identify themselves as compliant road users who occasionally make inadvertent errors.  They may not drink and drive, don’t speed and always wear their seat belt, yet they are still subject to distraction and human error.

Therefore the initial target audience will include all road users (drivers, motorcyclists, pedestrians and cyclists) of all ages and both genders.  Communications will commence with a state-wide distribution however as the campaign progresses it will tend to focus on urban areas.
 

Campaign Strategies

Mass media activity will run in September 2011, January 2012 and March/April 2012. The objective of the campaign is to maintain awareness of driver distractions as a road safety issue by:

• showing that we all make inadvertent errors
• educating road users on the importance of concentrating on what you are doing when on the road
• showing that crashes happen every day, many of them occur because drivers and riders are distracted.

The first burst of mass media commenced on Sunday 4 September 2011 with television, radio, press and outdoor. We will be using the existing TVC 'Behind Closed Doors' and radio commercials. Television advertising will be run across all metro and regional stations. Radio will run across all metro stations and in the key centres of Bunbury, Albany, Kalgoorlie and Geraldton.

A press ad will also appear in the Country Annual which is a major supplement in regional newspapers across the State.

We will also be running advertising in major Perth carparks and universities as well as bus back and petrol pump advertising.

All of the existing community materials including posters and leaflets (see the above "Community Resources" section) are available for distribution to road safety stakeholders through the Office of Road Safety.
 

Fact Sheet 

Driver Distraction Fact Sheet (2 page PDF 90 KB)