WA POLICE FORCE | CRIME STOPPERS WA
Suspended Drivers
Campaign
A behaviour-change campaign using tension, consequence, and the relentless tick of a clock to change how Western Australians think about suspended drivers on our roads.
WA Police Force
Partner agency
Crime Stoppers WA
Sector
Government / Public Safety
Services delivered
Market
Perth & Western Australia
the campaign
One day.
One consequence.
The 30-second television commercial and three long-form digital edits placed viewers inside the mind of a suspended driver living on borrowed time — the dashboard counting down, the heartbeat building — until the inevitable.
The brief
The challenge —
and why it mattered
Every day, suspended drivers share our roads. Court-ordered suspensions exist for a reason — yet thousands of Western Australians continue to drive, knowing they're risking the safety of everyone around them. Crime Stoppers WA and the WA Police Force came to us with a brief to change that.
The target wasn't the suspended drivers themselves. It was the people who know them — flatmates, neighbours, workmates — the people who see them get behind the wheel every morning and say nothing. The campaign needed to shift their sense of complicity, and give them a reason to act anonymously.
Challenge 01
How do you shift the behaviour of people who aren't breaking the law themselves — but are quietly enabling those who are?
Challenge 02
How do you dramatise consequence in a way that's visceral and believable — without relying on shock or graphic imagery?
Challenge 03
How do you drive anonymous reporting behaviour while respecting the audience's intelligence?
Challenge 04
How do you extend a 30-second television concept into long-form digital content without losing the tension that makes it work?
What we delivered
The work
Advertising strategy & concept development
Audience insight, strategic positioning, and the creative concept built around consequence and tension.
Scriptwriting
Original scripts for both the 30-second TVC and three 60-second digital executions — crafted to sustain tension across different viewing contexts and durations.
Full-service video production
End-to-end production including pre-production, casting, location, shoot, edit, colour grade, and audio design — including the signature heartbeat sound effect.
Broadcast delivery — Channel 7
Broadcast-ready master files delivered to specification for free-to-air television in the Perth market.
Digital video edits — Meta (Facebook & Instagram)
Three platform-optimised 60-second edits for social distribution, adapted from the television concept for digital-first viewing behaviour.
Media planning & campaign strategy
Channel selection, audience targeting, and placement strategy to maximise reach across both broadcast and digital platforms.
The creative idea
A day in the life.
The campaign followed a suspended driver through an ordinary day — work, errands, a moment of distraction — with one quiet but relentless detail building throughout: a countdown timer on his dashboard, and a heartbeat that quickens with every kilometre.
We didn't show a crash. We didn't need to. The tension was enough. Because everyone watching knew how it was going to end.
Dashboard countdown timer — a simple visual device that turns every scene into a ticking clock.
Escalating heartbeat audio — tension built through sound design, not dialogue or explicit threat.
Arrest and vehicle impoundment — consequence shown without sensationalism. The ending was inevitable from the first frame.
Campaign edits
The television concept,
adapted for digital.
Three platform-optimised 60-second edits built for Meta distribution — the same tension, pacing, and consequence of the TVC, crafted for social-first viewing behaviour.
Digital Edit 01
Suspended Drivers — Nosey Neighbour
60" · Meta · Facebook & Instagram
Digital Edit 02
Suspended Drivers — Room Mate
60" · Meta · Facebook & Instagram
Digital Edit 03
Suspended Drivers — Work Colleague
60" · Meta · Facebook & Instagram
Results & outcomes
What it achieved
Behaviour-change campaigns in the public safety space are measured differently. Success isn't always a click-through rate — it's a call to a hotline. A conversation with a neighbour. Someone choosing not to look away.
By combining broadcast reach with targeted digital distribution, the campaign achieved significant penetration across the Western Australian community — delivering the message where audiences actually spend their time.
Built to convert
Every element of the campaign — concept, tone, platform selection, and media buy — was engineered to lower the threshold for reporting. Anonymous tip-off is a low-friction action. The campaign's job was to provide the motivation. The strategy was to remove every possible barrier to taking it.
1.3M+
Television audience reached
WA free-to-air reach across the broadcast campaign on Channel 7
365K+
Online impressions
Across Meta platforms — Facebook and Instagram — through the digital video campaign
4 formats
Seamless multi-platform execution
One coherent campaign concept — delivered as a 30" TVC and three platform-optimised 60" digital edits, each retaining the full tension of the original.
"Jarrod didn't just understand the brief — he understood the behaviour we needed to change. The tension in that campaign was deliberate, strategic, and exactly right."
Behind the Production
On set.
Behind the campaign.
Got a project like this?
We work on campaigns where the stakes are real.
Government agencies, law enforcement and public safety organisations across WA and nationally. Let's talk about what you're trying to achieve.
Start a conversation — No obligation. Just a straight conversation about your project.