❓ A parliamentary question regarding the initial success of the 'Enjoy the Ride' road safety campaign. The Minister provides audience reach figures and then launches into a personal attack on a member who criticised the campaign.
AnsweredQoN 167Legislative Assembly
QuestionView source ↗
ROAD SAFETY — ENJOY THE RIDE CAMPAIGN
Last Sunday evening, I watched the state government’s new film for road safety speed campaign Enjoy the Ride that was screened on all commercial television stations across the state. Can the minister update the house on the initial success of the campaign? Mr R.F. JOHNSON
Last Sunday evening, I watched the state government’s new film for road safety speed campaign Enjoy the Ride that was screened on all commercial television stations across the state. Can the minister update the house on the initial success of the campaign? Mr R.F. JOHNSON
AnswerView source ↗
I thank the member for the question and for a genuine interest in road safety. The total audience reach across Western Australia for the three-minute film, for the age group of 18 years and over, was 743 000 people, exceeding our proposed figures by 197 000 people. The audience figure for our target audience of 18 to 54-year-olds was 432 000 people, exceeding our proposed figures by 102 000 people. In addition, more than 14 000 people have so far viewed the film on the internet since it went live on Sunday evening. This not only includes people from WA, but from across Australia and countries including the United States, the United Kingdom, Canada, New Zealand, Spain, Brazil, Sweden and France. Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON replied: I thank the member for the question and for a genuine interest in road safety. The total audience reach across Western Australia for the three-minute film, for the age group of 18 years and over, was 743 000 people, exceeding our proposed figures by 197 000 people. The audience figure for our target audience of 18 to 54-year-olds was 432 000 people, exceeding our proposed figures by 102 000 people. In addition, more than 14 000 people have so far viewed the film on the internet since it went live on Sunday evening. This not only includes people from WA, but from across Australia and countries including the United States, the United Kingdom, Canada, New Zealand, Spain, Brazil, Sweden and France. Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
I thank the member for the question and for a genuine interest in road safety. The total audience reach across Western Australia for the three-minute film, for the age group of 18 years and over, was 743 000 people, exceeding our proposed figures by 197 000 people. The audience figure for our target audience of 18 to 54-year-olds was 432 000 people, exceeding our proposed figures by 102 000 people. In addition, more than 14 000 people have so far viewed the film on the internet since it went live on Sunday evening. This not only includes people from WA, but from across Australia and countries including the United States, the United Kingdom, Canada, New Zealand, Spain, Brazil, Sweden and France. Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON replied: I thank the member for the question and for a genuine interest in road safety. The total audience reach across Western Australia for the three-minute film, for the age group of 18 years and over, was 743 000 people, exceeding our proposed figures by 197 000 people. The audience figure for our target audience of 18 to 54-year-olds was 432 000 people, exceeding our proposed figures by 102 000 people. In addition, more than 14 000 people have so far viewed the film on the internet since it went live on Sunday evening. This not only includes people from WA, but from across Australia and countries including the United States, the United Kingdom, Canada, New Zealand, Spain, Brazil, Sweden and France. Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
I thank the member for the question and for a genuine interest in road safety. The total audience reach across Western Australia for the three-minute film, for the age group of 18 years and over, was 743 000 people, exceeding our proposed figures by 197 000 people. The audience figure for our target audience of 18 to 54-year-olds was 432 000 people, exceeding our proposed figures by 102 000 people. In addition, more than 14 000 people have so far viewed the film on the internet since it went live on Sunday evening. This not only includes people from WA, but from across Australia and countries including the United States, the United Kingdom, Canada, New Zealand, Spain, Brazil, Sweden and France. Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Ms M.M. Quirk : That will help on our roads! Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON : I am coming to the member for Girrawheen. She should not worry; she should not feel unloved! I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
I launched the Enjoy the Ride campaign a week ago on Thursday, and hence I found it absolutely farcical that the member for Girrawheen put out a press release about it on Monday. It was such a good one that the policy was released on Thursday and she sent out the press release on Monday. She has become known as a serial press release releaser! I urge people to read the member’s press release because nobody else has—the media certainly have not. I urge people to read it because it shows what nonsense the member for Girrawheen is now resorting to. Let us start with the ingenious title of the press release, “End of the Ride for the Minister”. That is her witty play on words on the title of the campaign “Enjoy the Ride”. It has taken some talent to come up with that; I take my hat off to the member! The member for Girrawheen then tried to turn a positive announcement about our road safety campaign into a negative story—very typical—accusing me of doing nothing — Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Ms M.M. Quirk : Did you read the whole release? Do I say I support the campaign? Yes. Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON : I am coming to the member for Girrawheen; I have not finished with her yet, I promise her! She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
She accused me of doing an about-turn on the use of positive advertising and claimed that research needed to be done to evaluate the success of such a campaign. It is advertising 101 to do research before a campaign. Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr E.S. Ripper : And after. The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
The SPEAKER : Leader of the Opposition! Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Mr R.F. JOHNSON : I am coming to that, my friend. The Leader of the Opposition should wait until the good bit. All major road safety campaigns are pre and post-tested to ensure that they are effective. Ten focus groups in the metropolitan and regional areas were involved in the development of the Enjoy the Ride concept. Ten focus groups equals a huge number of people, and they gave a great view of the cross-section. The campaign received tremendous percentages—I do not have time to go through them—about what the focus groups read into the advertising. Obviously differing from the member for Girrawheen, they felt that the advertising was beneficial and they could see the positive side of the issue. The effectiveness of the Enjoy the Ride campaign will continue to be monitored until its completion at the end of July—it still has a good time to run—after which an evaluation of the community’s response to the effectiveness of the campaign will be undertaken, as it always is. Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
Going back to the member for Girrawheen’s nonsensical press release, members might be interested to know that I have done my own research into the effectiveness of all the member for Girrawheen’s press releases, and the results came back with an overwhelming consensus that they are a failure and a gross waste of paper!
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