RAC ‘Elephant in the Wheatbelt’ campaign tackles the tough issue of regional road safety
The RAC has launched the next stage of a five year campaign to highlight the WA Wheatbelt’s unacceptable road safety record by committing $3 million dollars to raise awareness of the impact of road trauma in the community.
RAC Executive General Manager, Pat Walker, said the Wheatbelt’s road fatality rate is consistently and significantly higher than the rest of Western Australia.
“In 2014 the Wheatbelt road fatality rate was 11 times the Perth metropolitan rate, six times the state rate and twice nearby regions. We needto start talking about the elephant in the room.”
As part of the launch, RAC unveiled a life-sized African elephant sculpture made out ofcrashed cars as a symbol of the silence on road safety in the Wheatbelt. Theelephant has visited several Wheatbelt towns and was built to drive community discussion about how the Wheatbelt community, road safety bodies, police, local business and Governments can work together to help save lives on the road.
Watch the video. (2:44)
The RAC worked with local sculptor, Maurice Rosbotham to create the elephant. It began with detailed sketches of elephant anatomy, then a steel frame was built to carry the 500kg ‘skin’ of crashed car parts.
14 Comments
This is a brilliant piece of work. Well done.
I like this. Human, real, engaging, purposeful. Well executed, well done.
Nice initiative – though I think the crashephant needs to be placed in the offices of the Office of Road Safety.
Always great to see great, original work being done for the RAC. Great job Dav and co.
Agreed this is a great piece of work. Was it done by Perth or Sydney creatives?
Agree this is great. Was it done by Perth or Sydney creatives?
Well Done JWT, Dav and crew.
Yep, lovely lovely stuff. It’s going to be hard to beat at the next PADC’s. (Oh yeh, it might save a few lives as well.)
Agreed Ross it’s awesome. As for the PADC’s hopefully the creative team responsible are from Perth not Sydney so they can enter it as the rules are pretty clear on eligibility in that regard.
Outstanding idea!
Who Dunnit
Behance says it’s local. And it hasn’t been picked up outside WA, so no big budget east coast PR behind it. Yet
Waste of time unless we are going to discuss the real cause of single car into tree its called suicide
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