Life Saving Stickers
The Road Safety Commission, in collaboration with The Brand Agency, launched ‘Life Saving Stickers’, an innovative always-on digital initiative designed to address risky road behaviour across Western Australia. This campaign challenges the prevalent misconception that serious crashes are exclusive to reckless drivers, instead highlighting that most life-threatening incidents occur during routine, everyday trips when road users are prone to slipping into autopilot.
CHALLENGE
Research indicated that a significant number of life-threatening incidents happen during mundane journeys, where drivers, lulled into a false sense of security, lose focus and fall into dangerous habits. The primary challenge was to disrupt the common belief that road fatalities and serious injuries only affect those engaged in overtly dangerous driving.
SOLUTION
The ‘Life Saving Stickers’ campaign was developed with a relatable and emotionally resonant approach, leveraging the insight that people personalise their vehicles. The initiative features a suite of 17 bespoke animated characters across 38 short videos, each designed to deliver crucial life-saving messages across five key topics: drink driving, fatigue, eRideables, motorcycles, and safer vehicles. These ‘stickers’ transform small, personal touches into powerful, engaging reminders.
The Road Safety Commission sought a fresh approach to encourage conscious behaviour behind the wheel, moving beyond traditional shock tactics that often fail to resonate with a broad audience and instead create a campaign that would genuinely connect and inspire safer choices.
The ‘Life Saving Stickers’ campaign aims to foster a profound shift in driver mindset, transforming everyday journeys into opportunities for conscious and safe decision-making. By integrating vital safety messages into engaging, relatable content, the initiative seeks to prevent road users from slipping into autopilot and encourage safer behaviour on Western Australian roads.
Content native to social
The creative strategy focused on making the content feel native to social media platforms, avoiding the perception of a traditional advertisement. This approach, combined with the insight that people personalise their cars, was central to the campaign’s design. This campaign was developed to speak directly to seven different audience profiles and was deployed across Meta, Snapchat, and TikTok, ensuring broad and targeted reach.
Changing behaviours
Seconds of bespoke content
Individual character animations and executions
Crucial topics affecting driver inattention
