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Road Safety Commission of WA: Welcome to Country Roads - Fatigue
With up to 40,000 local, national and international tourists expected to travel WA’s country roads to witness a total solar eclipse in Exmouth later this month, the Road Safety Commission sought Longreach’s assistance to develop an integrated media strategy to help make these journeys safe. To provide some structure to this, the campaign draws on the fact that for thousands of years the traditional Custodians of this Country have travelled safely along the same journey lines that many of our now major highways follow. Drawing on this inspiration and the recognised custom of “Welcoming people to Country,” Creative Director, Andrew Tinning developed the “Welcome to Country Roads” concept. This umbrella concept captures the essence of safe passage wished by Aboriginal Elders while delivering practical road safety messages to make the journey physically safe.
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Road Safety Commission of WA: Welcome to Country Roads - Long Format
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