CO-LAB: Collaborating on road safety
Don’t hesitate to collaborate. CO-LAB is about creating innovative road safety solutions with young people, for young people.
Creative young minds tackle road safety issue
Did you know that 88 per cent of young drivers admit to using their mobile phones while driving?
This is just one of the alarming statistics 70 young Queenslanders with a background in communications and creative industries came together to address at the 2016 CO-LAB Youth Road Safety Challenge, held on October 4 and 5, 2016.
The CO-LAB 2016 participants heard key expert presentations about the prevalence of distracted driving and the neuroscience behind what makes it so dangerous. They discussed how advertising can influence behaviour change and then worked in groups to brainstorm effective and out-of-the box campaign ideas that would resonate with their peers.
Creating the campaign
The winning team got to see their idea brought to life when they attended the filming of “Chin up” in early May. With exclusive behind the scenes access, the winners were able to meet with the director, actors and production teams helping create their campaign. The “Chin up” team was later invited to the campaign launch, where they were able to show off their work for the first time.