When it’s Bigger Than You

The ‘Know what to do when it’s #BiggerThanYou’ education campaign launched in early 2021. The campaign used television advertisements, radio and social media to educate road users about oversize overmass (OSOM) vehicles, and the role of Heavy Vehicle Pilots and Traffic Escort Wardens on our roads.

OSOM vehicles and road trains – which are usually bigger, slower and wider than the average vehicle – are often required to transport large loads on rural roads and, for many road users, it can be daunting sharing the road with them.

During 2020, there was a significant increase in traffic on regional roads as Western Australians travelled more, due to the COVID-19 pandemic. Statistics from our Mid West – Gascoyne region show that cars towing a caravan increased by 140 per cent on Brand Highway, compared to the same time in 2019, and 150 per cent on North West Coastal Highway. Cars increased by 105 per cent on Minilya Exmouth Road and by more than 50 per cent on North West Coastal Highway, Shark Bay Road and Northampton Kalbarri Road

This increase in intra-regional traffic also led to industry feedback about road users not knowing what Heavy Vehicle Pilots or Traffic Escort Wardens are, or what they do.

#BiggerThanYou highlights four simple steps road users should follow when they encounter a load which is bigger, wider, longer or slower: slow down, move left, prepare to stop and follow directions given by the Pilot or Warden.

Post-campaign research showed that the communications were engaging, memorable and well liked, while effectively conveying clear key messages around how to safely overtake a heavy vehicle, and to be prepared when encountering an OSOM vehicle.

More than half the post-campaign survey participants said that they took action as a result of the campaign, changing their driver behaviour and speaking to family and friends about how to safely pass a heavy or OSOM vehicle.

#BiggerThanYou was awarded the WA Rural Media Association’s Award for Best Communications Campaign in July 2021.

Given its success, we plan to launch a second phase of the campaign in late 2021, with an additional focus around what to do when encountering large, slow moving agricultural vehicles on our roads.