Western Australia’s Road Safety Commission (WARSC) has joined forces with Foxtel Media for a state-level campaign aimed at delivering a potent road safety message through the medium of cricket. The campaign, dubbed 'Cricket Howlers', is the first state-targeted initiative to be broadcast across Foxtel’s digital platforms.

WARSC is the inaugural WA ad partner for the new Binge Sport platform. The campaign was conceived and developed by Foxtel Media’s in-house creative agency, Balboa, with the aim of underscoring the consequences of drink driving and the importance of making responsible choices behind the wheel.

The campaign will run across Kayo, Binge Sport, and Foxtel Go during the Australia vs India Test series, the Men’s Big Bash League and the Women’s Ashes tournament. It will also feature on Fox Sports Australia’s website. The campaign targets all Western Australian drivers, with a particular emphasis on men aged 18-49, who statistically represent the highest-risk group for drink driving offences.

Foxtel's audience, which is 72% male, made it an ideal match for WARSC's campaign.

Perth Sales Director for Foxtel Media, Karen Papalia, said: "We’re thrilled to collaborate with WA’s Road Safety Commission on an intelligent, thought-provoking campaign that will resonate deeply with our audiences, especially on BINGE Sport. This anti-drink driving initiative highlights the power of creativity in addressing critical issues, and we’re proud to bring fresh perspectives to such an important message. Through this campaign, we’ve brought the messaging to life in a way that inspires meaningful impact and positive change."

WA’s Road Safety Commissioner, Adrian Warner, said: "Bringing the right message, to the right audience at the right time is crucial when we are looking to positively change risky road behaviours such as drinking and driving. We are excited to be the first to partner with Foxtel media on this type of integrated media on such an important topic, especially as we head into the festive season."