RAC Western Australia: The attention powered car

This case study explains how RAC Western Australia, the motoring mutual, improved road safety by focusing on a key, but under-recognised cause of accidents: driver inattention.

RAC Western Australia: The attention powered car

Angela MorrisJWT Perth/Sydney

The Attention Powered Car

This case shows how unexpected thinking from planning turned difficult communication challenge into a world first idea that created a real word difference. That challenge was to improve road safety (usually a negative message to 'at fault' drivers), with a campaign that also makes the WA public feel so good about the RAC that it drives relevance and recommendation (despite no product or service new news).

So how did this challenge come to be?

The Royal Automobile Club of Western Australia is a 109-year-old brand...

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