Saving Lives Together

Kindness travels

Campaign overview

This campaign encourages all road users to bring back the courtesy wave – a wave or a nod of the head, to acknowledge another driver’s courtesy and your appreciation of it.
 
The aim is for mainstream media to engage the community as 3rd party road safety ambassadors.

To empower all road users to take ownership of courtesy on the roads, creating a sense of unity and respect amongst motorists, motorcyclists, bike riders and pedestrians – Kindness Travels.

This is about the media not only delivering the messages but owning them and maximising the reach to their audience networks.

It utilises a multi-media approach across television, radio, press digital and out-of-home advertising.  This activity will be embellished by editorial, socially enhanced activities, cut-through/engaging content and other broadcast initiatives.

Advertising

Television
Seven West Media

Nine Network

Radio
The below 4 radio ads – branded Mix94.5 will be mirrored on Hit92.9, Triple M (regional WA) and Hit Network (regional WA)

Press
The West Australian - Seven West Media

Bus wraps

Acknowledgement of Country

The Government of Western Australia acknowledges the traditional custodians throughout Western Australia and their continuing connection to the land, waters and community.
We pay our respects to all members of the Aboriginal communities and their cultures; and to Elders both past and present.

The Road Safety Commission is a portfolio within WA Police Force. It reports to the Minister for Road Safety, Hon. Michelle Roberts MLA.