303 MullenLowe and Road Safety Commission Western Force tell Perth to “Go to bed!”
303 MullenLowe and the Road Safety Commission enforced a 9pm bedtime curfew for the people of Perth over the long weekend, encouraging plenty of sleep beginning in the week leading up to the WA Day long weekend when road trips – and accidents – are common.
The agency enlisted the dulcet tones of Western Force players to create a classic bedtime story and lullaby to send Perth citizens safely off to sleep, raising awareness of the very serious issue of driver fatigue in the process.
Last year, 194 people tragically lost their lives on WA roads, with 27 of those fatalities caused by driver fatigue.
For anyone thinking about ignoring the curfew, the team is putting out timed ‘time for bed’ messages across social media channels.
“These days, we all lead busy lives and tiredness levels are increasing, so we wanted to find a tongue-in-cheek way of highlighting a serious issue,” said Executive Creative Director, Richard Berney.
Road Safety Commission signed on as naming rights partner for Western Force in January for the 2017 Super Rugby season.
9pm Curfew Week ran from Tuesday, May 30 to Monday, June 5 on digital, social, print and radio, dedicated to raising awareness of the danger signs and risk factors associated with driver fatigue.
Credits
Client: Road Safety Commission
Account Director: Todd Baker
ECD: Richard Berney
Writer: Tommy Medalia
Creative Lead: Dean Hunt
Art Director: Steve Lorimer
Post Production: The Office of John Cheese
Sound Design: Brad Habib, Soundbyte