Road safety campaigns
Road safety campaigns play an important role in educating the community about the dangers on our roads, in an effort to reduce serious injuries and fatalities in South Australia.
The role of communications in seeking to improve road user behaviour cannot be underestimated. Our innovative campaigns are designed to capture the attention and influence the community to create a safe road environment for all of us.
New Campaigns
Distractions Campaign "Stop Flirting with Death"
On 17 May 2024, SA Police launched a new road safety campaign asking drivers to put away their phone while driving and to “Stop Flirting with Death”.
The campaign showcases the idea that every mobile phone interaction while driving might as well be an interaction with the Grim Reaper, who will do everything possible to distract the driver and lure them to a far worse destination.
The campaign targets primarily 20 to 39-year-old drivers who account for around 60 per cent of mobile phone infractions.
Superintendent Darren Fielke, Officer in Charge of Traffic Support Branch, said the proliferation and increasing functionality of smart phones is increasing people’s reliance on them and therefore the risk that they will use them illegally.
Over the past five years (1 January 2019 to 31 December 2023), Distraction has played a significant part in causing crashes that resulted in 1,715 serious injuries and 199 lives lost in South Australia.
Attitudinal research within the target audience shows that a key motivator to use the phone while driving is perceived ‘down time’ in the car and busy lives that make ignoring the phone and potential ‘important calls’ difficult, with more than two thirds of people admitting to using their phone illegally.
“It’s not only texting or answering phone calls anymore, it’s also streaming music and podcasts, GPS and hyper-connection to social media. The challenge is not giving in to the temptation when a new notification pops up on the phone, or when someone is texting or calling,” Superintendent Fielke said.
The new campaign presents the Grim Reaper as temptation provided by a known person – a friend, a family member, a partner – providing the lure to give in to their phone. Using this physical manifestation of death shows what might await drivers who give in to that temptation.
The campaign was tested amongst the target audience, who appreciated the fresh angle and humorous nature of the ad, whilst acknowledging the seriousness of the key message.
The campaign features two versions of the TVC, one with a male driver and one with a female driver. While driver distraction is still a male skewed issue, female drivers are more highly represented in Distraction than other heavily male skewed road safety issues such as drink and drug driving, speeding and motorcycles.
The new campaign will be in market from 19 May 2024, and will air on TV, outdoor, radio and digital channels.
Male Driver | 30 sec
Female Driver | 30 sec
The full campaign can be viewed in the drop-down menu below.
Current Campaigns
Seatbelts | Wouldn't Hurt (Regional 30 sec)
Speeding | Speeders Come Out of Nowhere (30 sec)
All other campaign ads can be seen in the drop-down menu below.
Other campaigns
TV ads
Don't Stop Driving By Accident | Seniors - Stopping (30 sec)
Don't Stop Driving By Accident | Seniors - Stopping (15 sec)
Don't Stop Driving By Accident | Seniors - Moderation (30 sec)
Don't Stop Driving By Accident | Seniors - Moderation (15 sec)
Don't Stop Driving By Accident | Adult Children (30 sec)
Don't Stop Driving By Accident | Adult Children (15 sec)
Don't Stop Driving By Accident | GPs (15 sec)
Radio ads
Don't Stop Driving By Accident | Seniors (30 sec)
Don't Stop Driving By Accident | Adult Children (30 sec)
Billboards
TV ads
Speeders Come Out Of Nowhere (30 sec)
Speeders Come Out Of Nowhere (15 sec)
Digital ads
Speeders Come Out Of Nowhere (6 sec)
Radio ads
Speeders Come Out Of Nowhere (30 sec)
Billboards
Drink Driving campaign "Selfish Pri*k" drives home multiple awards
SAPOL’s ‘tell it like it is’ hard-hitting campaign targeting those who ignore the dangers of drink driving was recognised by national marketing body, the Australian Marketing Institute (AMI) at their annual Awards for Marketing Excellence event on Thursday 20 October 2022.
A State finalist in the category of Social Change, marketing designed to shift attitudes or behaviours, the “Selfish Pri*k” campaign won both State and National awards.
Also picked up by SAPOL was the premier award of the night, CAMPAIGN OF THE YEAR, recognising the overall best campaign across each state and category.
A SAPOL spokesperson said “addressing road trauma is an emotive and daunting task, but we are pleased that our unflinching efforts to reduce the lives lost each year are being recognised at a National level by our peers.”
The judges’ comments included;
“This is one of the most outstanding campaigns I’ve ever come across.”
“The civic leadership message was one that cut right to the punch.”
“The concept, the strategy, the simple cut-through creative and the additional benefits were bigger than this campaign. They not only achieved their goals, but they also achieved awareness of a very serious Australian culture issue”.
Drink driving post campaign research indicated that the campaign reached 81% awareness, the highest in five years.
The full campaign can be watched in the dropdown menu further down this page.
TV ads
Selfish Prick | "Excuses" (30 sec)
Selfish Prick | "Consequences" (30 sec)
Selfish Prick | "Consequences" (15 sec)
Digital ads
Selfish Prick | Horizontal (6 sec)
Selfish Prick | Vertical (6 sec)
Radio ads
Selfish Prick | Master Ad (30 sec)
Selfish Prick | Radio Ad A (15 sec)
Selfish Prick | Radio Ad B (15 sec)
Billboards
Posters
TV ads
Stop Flirting with Death | Male Driver (30 sec)
Stop Flirting with Death | Female Driver (30 sec)
Stop Flirting with Death | Male Driver (15 sec)
Stop Flirting with Death | Female Driver (15 sec)
Radio ads
Stop Flirting with Death (30 sec)
Stop Flirting with Death (15 sec)
Billboard
Stop Flirting with Death | Billboard
Posters
TV & Digital Ads
Wouldn't Hurt to Wear a Seatbelt | Metro (30 sec)
Wouldn't Hurt to Wear a Seatbelt | Metro (15 sec)
Wouldn't Hurt to Wear a Seatbelt | Metro (6 sec)
Wouldn't Hurt to Wear a Seatbelt | Regional (30 sec)
Wouldn't Hurt to Wear a Seatbelt | Regional (15 sec)
Wouldn't Hurt to Wear a Seatbelt | Regional (6 sec)
Radio ad
Wouldn't Hurt to Wear a Seatbelt | 30 sec
Billboards
Wouldn't Hurt to Wear a Seatbelt | Metro
Wouldn't Hurt to Wear a Seatbelt | Regional
Wouldn't Hurt to Wear a Seatbelt | Coffin
Posters
Wouldn't Hurt to Wear a Seatbelt | Metro
TV Ads
Testimonials | Nick's Best Mate 01 - 30 sec
Testimonials | Nick's Best Mate 02 - 30 sec
Testimonials | Nick's Best Mate 03 - 30 sec
Testimonials | Nick's Mum 01 - 30 sec
Testimonials | Nick's Mum 02 - 30 sec
Testimonials | Nick's Dad 01 - 30 sec
Testimonials | Nick's Dad 02 - 30 sec
Testimonials | Nick's Dad 03 - 30 sec
Testimonials | First Responder SAPOL 01 - 30 sec
Testimonials | First Responder SAPOL 02 - 30 sec
Testimonials | First Responder MFS 01 - 30 sec
Testimonials | First Responder MFS 02 - 30 sec
Testimonials | First Responder Paramedic - 30 sec
Testimonials | Nick's Best Mate - 15 sec
Testimonials | Nick's Mum - 15 sec
Testimonials | Nick's Dad - 15 sec
Testimonials | First Responder MFS - 15 sec
Testimonials | Janet 01 - 30 sec
Testimonials | Janet 02 - 30 sec
Testimonials | Janet 03 - 30 sec
Testimonials | Wayne 01 - 30 sec
Testimonials | Wayne 02 - 30 sec
Testimonials | Janet 01 - 15 sec
Testimonials | Janet 02 - 15 sec
Testimonials | Janet 03 - 15 sec
Testimonials | Wayne 01 - 15 sec
Testimonials | Wayne 02 - 15 sec
Billboards
Testimonials | Nick's Best Mate
Testimonials | First Responder SAPOL
Posters
Testimonials | Nick's Best Mate
Testimonials | First Responder - SAPOL
Testimonials | First Responder - MFS
TV ads
Fatal Five | Speeding (15 sec)
Fatal Five | Seatbelt (15 sec)
Fatal Five | Drug Drive (15 sec)
Fatal Five | Drink Drive (15 sec)
Fatal Five | Distraction (15 sec)
Digital
Billboard
Poster
Print Ad
On Thursday 7 March 2024, South Australia Police launched a new road safety campaign that confronts drivers with the harsh reality of driving on drugs.
The new campaign sends a strong message highlighting the differences between tragic reality and drug drivers’ indifference to safety, showing that “Reality Hits Hard When You Drive on Drugs”.
Targeting those who are most represented in road trauma, male drug users between 20 and 40 years of age, the campaign was designed to address both users of meth and weed in two separate advertisements, each speaking to the driving characteristics of each target group.
Traffic Services Branch Officer in Charge, Superintendent Darren Fielke said crash and enforcement data clearly shows that despite what drug users may believe, driving with illicit drugs in their system clearly impairs the ability to drive safely and that police are actively detecting and prosecuting drivers who choose to drive after drug use.
“Typically, we hear cannabis users say they are more cautious when driving and try not to attract attention while drivers or riders who have taken methamphetamine perceive themselves as alert and responsive.”
“Both perceptions are wrong; cannabis can affect perception, reaction time and judgement, while meth can make drivers aggressive, over-confident and dangerously drowsy as the high wears off”, Superintendent Fielke said.
“These driving behaviours are also obvious to police patrols who have the power to then pull over and randomly test drivers for drugs”.
Between 2018 and 2022, 14% (66) of all lives lost and 14% (540) of serious injuries on South Australian roads occurred in crashes where a rider/driver tested positive to drugs.
With invaluable input from police officers of SA Police’s Serious and Organised Crime Branch and the Major Crash Investigation Section, the campaign is a realistic representation of drug driver behaviour, providing a strong reminder to drug drivers that reality hits hard when you drive on drugs.
TV ads
Reality Hits Hard When You Drive Stoned | Weed (45 sec)
Reality Hits Hard When You Drive on Meth | Meth (45 sec)
Reality Hits Hard When You Drive Stoned | Weed (30 sec)
Reality Hits Hard When You Drive on Meth | Meth (30 sec)
Reality Hits Hard When You Drive Stoned | Weed (15 sec)
Reality Hits Hard When You Drive on Meth | Meth (15 sec)
Radio ads
Reality Hits Hard | Chicken (30 sec)
Reality Hits Hard | Hippo (30 sec)
Reality Hits Hard | Turkey (30 sec)
Digital ads
Reality Hits Hard When You Drive Stoned | Weed (15 sec - Horizontal)
Reality Hits Hard When You Drive on Meth | Meth (15 sec - Horizontal)
Reality Hits Hard When You Drive on Drugs | (7 sec - Vertical)
Billboards
Outdoor Posters
Reality Hits Hard When You Drive Stoned | Weed A2 Poster
Reality Hits Hard When You Drive on Meth | Meth A2 Poster
TV ads
Digital
Billboards
Posters
Behind The Scenes
Created with the help of motorcyclists, SAPOL’s latest motorcycle campaign “Back Off” took nine months of research and careful planning to come to life earlier this year.
The campaign aims to encourage motorcyclists to reduce speeding on thrill seeking rides before their thrills turn to grief. It primarily targets 20-29 year old male motorcyclists, who were the most implicated in serious injuries involving motorcyclists between 2018 and 2022.
During extensive market research, motorcyclists spoke of their sense of freedom, their connection to the road and the heightened sensory experience that riding gives them. Rather than argue with that, the campaign reflects the dark side of those feelings.
The new campaign was launched in May this year and will return to market in January 2024. Campaign research shows that it has been seen by an unprecedented 97% of 20-29 year old motorcyclists.
Go behind the scenes of the making of "Back Off" in the video below.
TV ads
TV ad
Keep it Sweet on the Road | 30 sec
Keep it Sweet on the Road | 15 sec
Radio ad
Keep it Sweet on the Road | 30 sec
Billboard
Poster
Billboards
Our Town Could Save Your Life (individual towns)
Our Town Could Save Your Life (generic)
Posters
This new road safety campaign reminds visitors to the Fringe how to be safer on the roads while enjoying the month-long festivities.
Given the nature of the event, which typically attracts large numbers of people and plenty of drinks, South Australia Police have produced this small campaign to remind people not to drink-drive, and to watch out for pedestrians in areas where there is likely to be high, and possibly intoxicated, foot traffic.
The three ads will remind people to ‘give driving a miss’ if they’ve had a few too many, to ‘get a ride home’, use alternative transport and to ‘watch out for pedestrians’ when driving (sober, of course).
In keeping with the spirit of the Fringe and to better connect with the audience, the campaign is light-hearted and features an actual Fringe magician to match the positive and quirky nature of the popular festival.
The Fringe Festival Marketing team was consulted during the making of the campaign and has been a source of support in bringing it to market.
Videos
Fringe | "Pedestrians" (30 sec)
Fringe | "Pedestrians" (15 sec)