- 'Closer to home than you think' campaign puts human face to road trauma
- Campaign aims to change the way Western Australians think about road safety
A powerful road safety campaign that launches on Western Australian television screens tonight (April 22), highlights the human side of death and serious injury on our roads.
In 'Closer to home than you think', a man on the street (Francisco) is asked what he thinks is an acceptable number of people to die on the roads in a year. He answers 70.
The man is overcome with emotion as 70 members of his family walk towards him, illustrating that road crash fatalities are not just statistics, they are people who leave behind loved ones just like him.
Francisco then changes his acceptable number of road deaths to zero.
The television campaign did not use actors, as a behind the scenes video reveals.
Francisco said he thought he was participating in an in-house training video for the TAC (Transport Accident Commission in Victoria).
"When you see your family and you link that to the road toll, it becomes very personal," he said. "I saw my wife and she was emotional too."
The Western Australian Government has adopted the campaign for use after it ran successfully in Victoria and New South Wales.
A survey of Victorians who had viewed the campaign, showed that 90 per cent believed the community should be aiming for zero lives lost on the roads.
The campaign will run in metropolitan and regional WA from April to June 2018.
Comments attributed to Road Safety Minister Michelle Roberts:
"The closer to home campaign really brings home the tragic ripple effect road trauma can have on individuals and their families.
"The road toll should not simply be seen as a number, because when we're talking about death and serious injuries on our roads, we are talking about mothers, fathers, grandparents and children.
"The advertisement is emotionally powerful, and puts a human element to the hundreds of deaths and serious injuries we hear about every year on our roads.
"I hope it will make people think about their driving, so that we might prevent more families experiencing the tragedy of road trauma."
Minister's office - 6552 6900