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

Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine