Road Safety Western Force Tells Perth to ‘Go to Bed!’ 7th June 2017


The WA 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.

Agency 303 MullenLowe, Perth 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.

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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.

Says 303 MullenLowe Executive Creative Director, Richard Berney: “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.”

Road Safety Commission signed on as naming rights partner for Western Force in January for the 2017 Super Rugby season.

9pm Curfew Week runs until June 5th on digital, social, print and radio, dedicated to raising awareness of the danger signs and risk factors associated with driver fatigue.

Client: Road Safety Commission
Agency: 303 MullenLowe, Prth
ECD: Richard Berney
Writer: Tommy Medalia
Creative Lead: Dean Hunt
Art Director: Steve Lorimer
Account Director: Todd Baker
Post Production: The Office of John Cheese
Sound Design: Brad Habib, Soundbyte 

This article was first published on campaignbrief.com