The Road Safety Commission and RugbyWA have teamed up for a 12 month, $1.5 million partnership that aims to save lives on West Australian roads.

WA’s premier rugby team will be known as the Road Safety Western Force.

Road Safety Commission Director of Operations Chris Adams said the naming rights partnership would effectively disseminate the road safety message throughout the state, particularly targeting men in the 20 to 59 age group who were over represented in road fatalities in 2016.

“For the Road Safety Commission, this is a unique opportunity to tackle road trauma in WA.”

“The RSC will have access to Western Force players who will act as Road Safety Ambassadors to promote the State Government’s road safety strategy – Towards Zero 2008-2020 right across WA,” said Mr Adams.

Mr Adams said the RSC branded Western Force jerseys are expected to reach a potential live and TV audience of 390,000 over the 2017 Super Rugby season.

“We know this partnership presents the chance to change behaviours and attitudes of those drivers on the roads, and in return save lives,” Mr Adams said.

The partnership funding will be allocated from the Road Trauma Trust Account and includes RSC naming rights, jersey branding, match day signage and match day advertising, as well as 1,200 hours’ service from the club.

Road Safety Commissioner, Kim Papalia, said: “Our research shows that targeting men aged between 20 and 59 will have a strong impact on the road toll and therefore will represent a significant (178%) return on investment for the funds from the Road Trauma Trust Account. This is a strong demographic for RugbyWA.”

“We also chose to partner with Western Force because there has been a conspicuous absence of targeted and engaging road safety activity in this space during recent years.”

There is the option of a three year extension at the end of the initial 12 month partnership.