Two in three deaths on country roads are country people.
Black Sheep Advertising’s latest campaign for South Australia Police (SAPOL) aims to dispel the myth that people from metro areas are dying on country roads.
Recent figures released by SAPOL show that almost 70% of fatalities on regional roads in South Australia over the last five years are people who live in regional areas and approximately 40% of fatalities on regional roads occurred within 20km of home.
Black Sheep Advertising creative director and principal Andrew Millar told AdNews “the campaign was intentionally confronting to snap people out of complacency and into reality”.
“It’s not enough to know the roads like the back of your hand. A lot of time was spent with the crash investigation team to ensure the scenarios were authentic,” says Millar.
“We're talking about people dying on country roads. It needed to be graphic - it needed to be hard to look at.”
The campaign consists of a hero 30-second TV spot featuring a man walking towards the camera listing the five things that can kill you in country areas: not wearing a seatbelt, driving distracted, drink or drug driving, fatigue and speeding.
SA Police manager media road safety Richard Blackwell says these behaviours emerged from research with the target audience:
“Our research shows these are the behaviours that most highly result in a fatal consequence."
Black Sheep Advertising director of client servicesTom Ootes says the statistics are concerning, with only 30% of the SA population living regionally:
“People who live in regional areas massively over-index in these figures, so it’s important that the audience are presented with the truth.”
The Country Roads campaign rolls out across free to air, catch up TV, outdoor, press, digital and within venues. It runs until mid-November and then again in April till the end of June 2022.
This is the second campaign Black Sheep Advertising has produced for SAPOL, following the successful ‘Selfish Prick’ drink driving campaign.
Credits:
Client: SAPOL
Manager, Media Road Safety: Richard Blackwell
Creative Agency: Black Sheep Advertising
Creative Director: Andrew Millar
Director of Client Services: Tom Ootes
Senior Account Manager: Daniel Wilde
Account Coordinator: Natalie Carey
Senior Creative: Keenie (Jane Keen)
Creative: Franwyn Botha, Danilo Watanabe.
Strategic Consultants: John McLaren
Production Company: Proetic
Producer: Erica Ockenden, David Ockenden
Director: Richie Coburn
DOP: Miles Rowland
Sound Engineer: Scott Illingworth
Sound Studio: Seeing Sounds
Post Production Editor: Mark McKenna
Post Production House: Sparkl
Photographer: Richard Lyons
Retoucher: Paul Munzberg
Casting: Heesom Casting
Media Agency: Wavemaker
