Proceedings of the 2016 Australasian Road Safety Conference 6 – 8 September, Canberra, Australia Why is there an elephant in the Wheatbelt?

EXTENDED ABSTRACT: The Wheatbelt region in Western Australia has consistently had the highest fatality rate of WA regions. Following an analysis of the characteristics of Wheatbelt fatalities, the Royal Automobile Club of WA (RAC) undertook a novel community awareness and engagement strategy to highlight the issue as the first element. The second stage of the campaign -#ItsMyElephant – launched in April 2016, with the premise that every person in every community can help to improve road safety in the Wheatbelt.