Emotive Video Targeting Mobile Use While Driving Wins Student Road Safety Comp

Emotive Video Targeting Mobile Use While Driving Wins Student Road Safety Comp
SHARE
THIS



A focus on being alert and living in the moment saw a Swinburne University communications student named inaugural winner of a road safety competition designed to help combat growing unsafe use of mobile phones while driving.

Chloe Young’s unique approach to the issue, which resulted in a highly emotive video, was judged the most outstanding entry in the competition. Hard Edge brand communications agency partnered with Swinburne University to create the competition.

Managing director Andrew Hardwick is also a member of the Safe Use of Mobiles in Vehicles (SUMV) Subcommittee. The SUMV Subcommittee is a group of companies and road safety organisations that have come together to highlight road safety. Mobile phone use while driving is a key social issue it is pursuing.

Ahead of national Road Safety Week this week, students presented their entries to a panel of judges that included SUMV Subcommittee members Hard Edge, Transurban, TAC, Royal Automobile Club of Victoria (RACV) and National Road Safety Partnership Program (NRSPP). As part of her prize, Chloe won funding to activate her idea on campus and a one-month paid internship at Hard Edge.

With young drivers over represented in road fatalities and research suggesting use of mobile phones while driving reflects a larger issue –mobile phone addiction – the competition challenged Swinburne Communication and Digital Media Design students to develop a creative execution that created awareness about the issue and influenced behaviour among their peer age group.

The judges praised the high standard of ideas presented, which ranged from bumper stickers featuring unique characters, posters in university car parks, a phone app encouraging young people to restore life balance by reducing mobile phone use, and user-generated content campaigns to broadcast messages of real-world consequences of texting and driving.

Hard Edge’s Andrew Hardwick, who has personally felt the impact of the mobile phone use while driving of another road user, said the road safety competition was an opportunity to give back to the community while providing students real-world experience in creating campaigns.

“I was impressed with both the enthusiasm and collaboration between the SUMV companies and Swinburne,” he said.

“And I was even more impressed by what the students produced, not just campaign ideas themselves but the thinking behind what students presented was at a very high level.”

“Young drivers are over represented in Victoria’s road fatalities; they make up around 11-14% of licence holders but account for around 20-25 per cent of driver fatalities each year,” the Transport Accident Commission’s (TAC) Samantha Buckis said.

“Given the high risk for young drivers, it is important to provide them with the information and tools to help them make safer decisions.”

Transurban’s Head of Health, Safety and Environment Joanna Knight, added, “Being a major road operator across Australia, safety is our major priority. Minimising distraction at the wheel is one of the keys to reducing road accidents.”

Melinda Spiteri, RACV Road User Behaviour manager claims, “Mobile phone use can be a dangerous distraction to drivers. It was very impressive to see the innovative way that the students addressed this road safety issue.”

NRSPP Manager Jerome Carslake described the quality of the campaign presentations as “mind blowing. The strength of ideas met the scope and exceeded it,” he said.

“Viewing mobile phone use as a broader culture issue meant the campaign could have lasting effects by changing habits.”

Please login with linkedin to comment

Latest News

Study: 52% Of Gen Xers & Baby Boomers Have A ‘Nemesis’ Brand
  • Marketing

Study: 52% Of Gen Xers & Baby Boomers Have A ‘Nemesis’ Brand

Older consumers are more likely to be loyal to a brand for a long period of time, but they are also more likely to boycott a brand for the poor customer service they received, new research has revealed. Cloud mobile and online business messaging solutions provider LivePerson has released the results of its consumer research […]

Craig McLachlan Says He Will Sue Fairfax & The ABC Over Harassment Claims
  • Media

Craig McLachlan Says He Will Sue Fairfax & The ABC Over Harassment Claims

Embattled actor Craig McLachlan, currently the centre of some unsavoury sexual assault allegations, has said he will sue both Fairfax Media and the ABC. The two media bodies combined in a joint investigation to expose allegations that McLachlan sexually harassed three women – actresses Christie Whelan Browne, Angela Scundi and Erika Heynatz – during a 2014 production of The Rocky […]

by B&T Magazine

B&T Magazine
Former Adland Duo’s New Start-Up Attempts To Redefine The Future Of Freelancing
  • Marketing
  • Technology

Former Adland Duo’s New Start-Up Attempts To Redefine The Future Of Freelancing

The former MD of digital agency MullenLowe Profero, Dave Bentley, has partnered with ex-Razorfish’s Senior Tech Manager, Nick Stevens, to launch a new company designed to revolutionise freelancing in the creative and digital industries by streamlining the way organisations and freelancers find each other and work together. Cavalry Freelancing is an online marketplace that intelligently matches projects with industry freelancers in minutes based on expertise, skills, availability, rates and reputation.

Channel Nine’s Today Busted Nicking A BBC Promo “Word For Word”
  • Media

Channel Nine’s Today Busted Nicking A BBC Promo “Word For Word”

It’s been a rather ignominious debut for Nine’s Today show for 2018 amid accusations a promotion for its hosting line-up, featuring the newly-installed Georgie Gardner, is a direct rip-off of an ad that aired for a UK breakfast show back in 2016. B&T has contacted Nine for comment on the allegations, however, it declined our offer to do […]

by B&T Magazine

B&T Magazine
Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]