Western Australia painted road-safety murals onto silos where no billboards exist

Reach regional communities where OOH options are few and far between, with safety messaging that feels embedded in everyday life, building on Initiative's remit with the RSC since 2018.

Turn the landmarks drivers already pass — community walls and grain silos — into hand-painted road-safety billboards where no media exists.

Phase one: a large-scale community mural in Esperance carrying 'Make every journey safe'. Phase two: a high-visibility silo mural in Merredin delivering an immediate behavioural cue to slow down on the Great Eastern Highway. Painted by WA craftsmen Michael Hartley, Mick Haines and Cameron Gordon, in place for 12 months.

Both murals stay in situ for 12 months, acting as permanent behavioural cues on one of WA's highest-traffic regional routes; no behaviour-change figures were reported.

The Road Safety Commission Western Australia unveiled a road safety campaign via Initiative, in partnership with Mural Media, transforming everyday community spaces into reminders to stay safe on the road.

The campaign kicked off with a large-scale wall mural in the heart of Esperance carrying the message 'Make every journey safe' — a localised call to action for residents and visitors. Phase two installed a silo mural in Merredin, delivering a striking, high-visibility message to drivers on the Great Eastern Highway, one of WA's highest-traffic regional routes, designed as an immediate cue to slow down.

Campaign designs were created by Gatecrasher Advertising creative partner Adam Barker, building on Initiative's remit with the RSC since 2018, which has focused on high-value, long-term OOH in regional Western Australia. The artwork was painted by West Australian craftsmen Michael Hartley (Esperance) and Mick Haines with Cameron Gordon (Merredin), and the murals will remain for 12 months.

Silos are unmissable at highway speed — their scale and permanence outperform any rented panel.

Local hand-painted execution makes safety messaging community property rather than city-imposed advertising.

A 12-month lifespan turns a campaign into infrastructure, meeting drivers exactly where the risk lives.

Where media inventory runs out, architecture takes over: the biggest billboard in farm country was there all along.

The murals were unveiled in December 2025 and will stay in place for 12 months as part of the RSC's community-based road safety programme.