The Fatal Five Road Safety campaign aimed to educate the public about the five major factors contributing to road crashes—speeding, drink and drug driving, not wearing seatbelts, distractions, and dangerous road behavior. The goal was to reduce South Australia’s rising road fatalities by creating a compelling and informative multimedia campaign.
South Australia has seen a worrying rise in road fatalities, with 2023 recording the highest numbers since 2019. Despite numerous road safety initiatives, public awareness of the Fatal Five factors contributing to crashes needed greater reinforcement. Capturing these issues in a powerful yet relatable way required collaboration, creativity, and navigating logistical challenges.
Working alongside Showpony Advertising, Stepney Studios delivered a comprehensive suite of visual assets over two full days of filming.
Pre-production planning: This included securing council permits, organising safe filming setups on live roads, and coordinating with SAPOL.
Filming and production: Directed by Dave Parkinson, five scenes were shot across eight Adelaide locations. Each scene illustrated one of the Fatal Five—speeding, impairment, seatbelt non-use, distractions, and risky behaviors.
The Fatal Five Road Safety campaign was a resounding success. By utilising high-quality, emotionally impactful visuals, it effectively communicated the dangers of unsafe driving behaviours. The campaign raised awareness statewide, contributing to SAPOL’s efforts to make South Australia’s roads safer.
Stepney Studios is a pleasure to work with - reliable, collaborative, and always delivering high-quality results.
CLIENT
Senior Digital Communications Officer: Elke Brintrup Krueger
Marketing Manager Road Safety: Richard Blackwell
AGENCY
Creative Director – Rory Kennett-Lister
Associate Creative Director – Micha Paedrin
Senior Creative – Andy Scott
Junior Art Director – Annika Turon-Semmens
Agency Producer – Alex O’Neil
Account Director – Gail D’Arrigo
Senior Account Manager – Julia Palombo
PRODUCTION
Producers: Thomas Schaefer Cooper Rees-Jones
Production Assistance: Henry Reimer Meaney
Director: Dave Parkinson
1st AD: Waeel Nassereddine
Director of Photography: Nick Frayne
1st AC: Jake Cooper
DIT: Chris Daniels
Gaffer: Nic Datson
LX Assistant: Matthew Schmidt
Art Director: Geoff Tarr
Grip: Justin Van Zyl
Grip Assistant: Django Nou
HMU: Tracy Phillpot
Safety Officer: Richard Boue
Vehicles/Driver: Peter “Itchy” Itsines
Unit Manager: Jasmin Watkins
Photographer: John Laurie
Photographer Assistant: Jack Turner
POST
Sound – Scott Illingworth
Edit + Colourist – David Parkinson
