Client
Sarah Group

Scope
Visual Branding
Web Design
Television Commercial
Illustration
Marketing Collateral

National Road Safety Week is an annual initiative from the Safer Australian Roads and Highways (SARAH) Group, partnering road safety organisations and Government.

The week highlights the impact of road trauma and ways to reduce it.

We were proud to bring a fresh focus to this initiative for 2023 by rebranding the NRSW website and promotional materials with a look and feel that speaks of warmth and positivity. As the week highlights keeping our loved ones safe through road safety and responsible driving, we developed a suite of illustrations and animations to bring that message to life, and added warm blues and teals to support the yellow that is such an important part of NRSW's identity. We were very fortunate to have the support of Shane Jacobson who lent his vocal talents to the animated television commercial developed for NRSW 2023. The rebrand was very positively received by the NRSW board & partners.

NRSW actively creates a culture of safety and respect on our roads, where everyone can feel safe and confident in their travels.

With this redesign, we set out to retain the important message of road safety that NRSW has stood for since its inception, but reframed within a positive aspirational framework that focuses more on what is to be gained in protecting our loved ones than on the potential heavier message of what happens if we are not vigilant. 

We added soft animations that personalise people from all walks of life, and a branding suite of colours that include warm teals & blues with the yellow that is such an important part of the initiative's identity.

To keep the initiative fresh our team develops a new theme each year, which is reflected in the copy & animations. National TVCs with an uplifting message have been voiced by Rove McManus and Shane Jacobsen, social media assets for a variety of platforms are developed along with merchandising to promote the message and a website that asks people to take the pledge to drive safely. 

Pledges have risen dramatically since the rebrand, and public engagement has been excellent.