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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 … read moreCommission 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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Aboriginal Elders
Dr Richard Walley OAM, Nyungar Man, Noongar Land
Hazel Walgar, Baiyungu Woman, Baiyungu Country
Derek Councillor, Yamatji Man, Yamatji Country
Tracey Tonga, Yinggarda, Wadjarri & Banjima Woman, Yamatji Land
Client: Road Safety Commission
Carolyn Monaghan, Manager Corporate Relations
Simone Steele, Director, Government and Strategic Relations
Alisia Mumby, Campaigns Officer
Agency: Longreach Media
Managing Director: John Driscoll
Account Director: Kylie Pougnault
Creative Director: Andrew Tinning
Finished Artist: David Piggott
Media and Channel Strategist: Angela Nutton
Media and Channel Planner: Sarah Hua
Media Partners:
SevenWest Media
SBS
JC Deceaux
Southern Cross Austereo
Production: Zac Creative
Producer: Troy Zafer
Director: Martin Wilson
Director of Photography: Torstein Dyrting
Editing: Sandbox
Editor/Colourist: Joel Taylor
Music: MDS Sound
Sound Engineer: Tim Count
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