Campaign Overview
Four Aboriginal Elders standing within spectacular scenery, welcome visitors to their country, while providing drivers with tips about how to have a safe journey. These tips include sleeping well the night before a long drive so they’re not driving tired, taking rest breaks along the way, avoiding wildlife on the road at dawn and dusk, sticking to the speed limit and being careful while overtaking road trains and other large vehicles.
The idea
Welcome to Country ceremonies recognise and respect the connection that First Nations people have to their country. Aboriginal traditional owners welcome others to the land of their ancestors. This campaign extends this concept to include the country roads that visitors travel on. The logo for the Welcome to Country Roads campaign is an Eagle’s feather with a stylised road running through it. The Eagle is a symbol of safe journey.
Background
The Welcome to Country Roads concept began when the WA government recognised the need for road safety warnings for drivers travelling the long distance from Perth to Exmouth for the Total Solar Eclipse on 20 April 2023. On advice that the majority of these visitors would come from Europe, Japan or interstate, the campaign showcased WA’s stunning scenery and Aboriginal culture, in order to capture the attention of visitors. The campaign was a collaborative effort with Aboriginal Elders, Dr Richard Walley OAM, Noongar Land (Perth), Derek Councillor, Yamatji land, (Geraldton), Tracey Tonga, Yinggarda, Wadjarri and Banjima Woman, Yamatji land (Carnarvon) and Hazel Walgar, Baiyungu Woman, Baiyungu Country (near Exmouth).
