Be a Wheelmate
Leavers is an opportunity for graduating Year 12 students in WA to celebrate the end of school with their friends. Approximately 9,000 students travel to the South West (Busselton, Dunsborough and Vasse) in November for the official WA Police Force Leavers event. This means a significant number of inexperienced drivers are driving regionally for the first time, and often with friends in their vehicle.
This campaign talks to young drivers and their parents in the lead up to Leavers to ensure they are road safety prepared.
Campaign objective
Wheelmates get everyone home safe from Leavers. Wherever you’re heading, real mates look out for each other when behind the wheel. Prepare for your road trip and download the checklist at rsc.wa.gov.au/wheelmates.
Media channel and creatives
'Be a Wheelmate' utilises a multi-media approach across catch-up/connected TV, YouTube, radio/digital radio, social media, print and out-of-home advertising.
Catch-up & Connected TV/YouTube
Wheelmates - WA Leavers
Radio State-wide
Press
OOH billboards
