Case Study: Department of Transport and Major Infrastructure drives road safety behaviour change with The Brand Agency

Department of Transport and Major Infrastructure tackles 107-per-100,000 road safety risk with The Brand Agency

The Department of Transport and Major Infrastructure partnered with The Brand Agency to address a critical challenge: shifting the dangerous perception of invincibility among young drivers aged 17-22 in Western Australia. This demographic statistically faces the highest risk of fatal accidents in their first 6-12 months of solo driving, and the customer needed a campaign that would move beyond simple rule explanations to instill a profound sense of personal responsibility.

The Brand Agency developed the "Tom's Story" campaign, a two-layered solution. The first layer used an emotionally powerful narrative featuring the real story of Tom Saffioti, told by his best friend and mother, to create deep awareness through online video and social media. The second layer leveraged this emotional connection to drive tangible action via targeted social channels, inviting the community to participate in online consultations for safer roads. The Brand Agency's campaign directly addressed the high killed or seriously injured rate for young drivers in WA, which stands at 107 per 100,000.

Department of Transport and Major Infrastructure