❓ Mr. Zempilas requests detailed information on state-funded road safety campaigns, including budget, reach, effectiveness, and evaluation. The Minister provides some data in tabled papers, cites commercial confidentiality for some omissions, and offers a briefing to the opposition.
AnsweredQoN 742Legislative Assembly
QuestionView source ↗
I refer to State-funded road-safety advertising and public-education campaigns administered by the Road Safety Commission, and I ask: (a) For the period 1 January 2023 to 31 August 2025, will the Minister provide a table for each campaign containing the following fields: (i) campaign title and tagline; (ii) purpose/objectives and target cohorts; (iii) campaign period (start and end dates); (iv) approved budget and actual expenditure (GST-exclusive), and funding source (e.g. Road Trauma Trust Account, Consolidated Account); (v) overall reach (%) and average frequency; (vi) prompted recall (%) and unprompted recall (%) ; (vii) key message take-out/comprehension results; (viii) behavioural outcomes (not attitudes), including any measured change in relevant indicators (e.g. speeding incidence, restraint wearing, alcohol/drug impairment, crashes, fatalities, and killed-or-seriously-injured (KSI)), with baseline and post-campaign periods and any control/comparison used; (ix) independent evaluator (entity), sample size, methodology (survey instrument, sampling frame, weighting), evaluation date, and key findings; and (x) whether the campaign was repeated, modified, scaled, or ceased as a result of evaluation findings; (b) For each campaign in the period above, will the Minister table the following documents (electronic copies acceptable): (i) media strategy/plan and detailed media schedules; (ii) creative brief and final creative assets; (iii) procurement/contract documents and any variations; (iv) the independent evaluation report(s) (draft and final where applicable), including the full KPI tables and question wording; and (v) any advice from the Road Safety Council or the Road Safety Commission to the Minister relating to the campaign’s effectiveness and continuation; (c) For the digital components of each campaign, will the Minister also provide: (i) platform-level metrics (impressions, reach, frequency, clicks, video completes, view-through rate, cost metrics); (ii) brand-lift or conversion-lift study results; and (iii) any safety/brand-suitability, fraud, or viewability audit results; and (d) If the Minister declines to provide any item on grounds such as commercial confidentiality or Cabinet-in-Confidence, will the Minister identify the specific item withheld and state the precise basis relied upon?
AnswerView source ↗
Answered
14 October 2025
Responded by
Minister for Road Safety
Response time
6 days
a)
i-vii) Refer to Tabled Paper # (1).
viii) Behavioural outcomes are the product of a complex and dynamic environment. The impact of campaign advertising is measured against industry standard criteria.
ix) An independent contracted market research provider evaluated all campaigns that meet the threshold criteria via an online survey and results are provided in Tabled Paper # (1). Standardised weighting is applied across location, age and gender and sample size is representative of the population. All data collection is supported by proprietary quality controls and validated methodologies to ensure statistical validity and reliability.
x) Major campaigns are generally run in multiple bursts over a 2-3 year period and adjustments are made to optimise impact and reach.
b)
i-v) Final creative assets are published on the Road Safety Commission’s website with links provided in Tabled Paper # (1).
Creative advertising services are procured under the contract Provision of Creative Advertising and Production Services for the Road Safety Commission WAPOL00119. M edia Placement Services are provided under the State Common Use Arrangement Media Booking, Buying and Planning Services for Advertising CUAMBBP2018. Contracts are available from Tenders WA.
Tabled Paper # (2) outlines the Road Safety Commission’s Campaign Development Cycle.
c)
i-iii) Refer to Tabled Paper # (3).
d) Intellectual property and proprietary material of third-party providers has been withheld. For example, unselected concepts and strategies would be commercially sensitive and could unfairly disadvantage those companies in a competitive market.
The Shadow Minister for Road Safety and a representative from the office of the Leader of The Nationals WA were provided with a briefing from the Road Safety Commission which included information on the development and evaluation of campaigns and marketing activities, including targeted digital advertising.
i-vii) Refer to Tabled Paper # (1).
viii) Behavioural outcomes are the product of a complex and dynamic environment. The impact of campaign advertising is measured against industry standard criteria.
ix) An independent contracted market research provider evaluated all campaigns that meet the threshold criteria via an online survey and results are provided in Tabled Paper # (1). Standardised weighting is applied across location, age and gender and sample size is representative of the population. All data collection is supported by proprietary quality controls and validated methodologies to ensure statistical validity and reliability.
x) Major campaigns are generally run in multiple bursts over a 2-3 year period and adjustments are made to optimise impact and reach.
b)
i-v) Final creative assets are published on the Road Safety Commission’s website with links provided in Tabled Paper # (1).
Creative advertising services are procured under the contract Provision of Creative Advertising and Production Services for the Road Safety Commission WAPOL00119. M edia Placement Services are provided under the State Common Use Arrangement Media Booking, Buying and Planning Services for Advertising CUAMBBP2018. Contracts are available from Tenders WA.
Tabled Paper # (2) outlines the Road Safety Commission’s Campaign Development Cycle.
c)
i-iii) Refer to Tabled Paper # (3).
d) Intellectual property and proprietary material of third-party providers has been withheld. For example, unselected concepts and strategies would be commercially sensitive and could unfairly disadvantage those companies in a competitive market.
The Shadow Minister for Road Safety and a representative from the office of the Leader of The Nationals WA were provided with a briefing from the Road Safety Commission which included information on the development and evaluation of campaigns and marketing activities, including targeted digital advertising.
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