Co-Lab Youth Road Safety Challenge
Last year at the Co-Lab Youth Road Safety Challenge, some of Queensland's brightest creative minds were set an epic challenge: tackle the issue of death and injury on our roads and why it's accepted as part of everyday life.
Look out for the 'Road to zero' campaign that will be launched during Queensland Road Safety week 2018.
Creative young minds tackle the road toll
Every year, between 200 and 300 lives are lost on Queensland roads. Over 6,000 more people are hospitalised with serious injuries. The numbers are shocking, but they are often met with complacency. On the 3rd and 4th of October last year, 77 young people were set the task of challenging our acceptance of the Queensland road toll.
To help inspire our teams, advertising experts, psychologists and behavioural researchers all presented their unique insights on the issue. The 16 teams then set about brainstorming effective and out-of-the-box campaign ideas that would resonate with their peers.
Creating the Co-Lab campaign
The winning 'Road to zero' team had the chance to help bring their own campaign idea to life. The team members were invited into the creative agency to develop their idea further with the help of creative, digital and social media mentors.
Each member was then given the opportunity to watch their campaign concept become reality by going behind the scenes at the shoot in late June 2018. Meeting with directors, cast and crew, they were on-call to give their thoughts on the campaign's creation.
Check out the latest Co-Lab campaign and behind the scenes footage below.