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When Queenslanders get together, we can make the roads safer for everyone. Read on to see what others are doing in their communities.

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CO-LAB Youth Road Safety Challenge

The CO-LAB Youth Road Safety Challenge has wrapped up for another year. At this year’s event, some of Queensland’s brightest creative minds were set the epic challenge of tackling the issue of death and injury on our roads, and why it’s an accepted part of everyday life.

Three finalists have been picked, and some innovative campaign ideas are waiting to be made into reality. Congratulations to Group 6 for winning the People’s Choice Award on the day. The winners will be announced in the coming months, so watch this space!

Picture of CO-LAB attendees listening to speaker

Creative young minds tackle distraction

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.

A focus on engaging campaigns and behavioural change

All fifteen groups amazed the CO-LAB panel of expert judges with their clever and creative ideas ranging from installations, to social media videos and slogans.

After considerable deliberation, the group that came up with the “Chin up” campaign was announced as the winning team. The judging panel was very impressed with the team’s creative thinking and ingenuity. “Chin up” aims to encourage young drivers to remain aware, keep their eyes on the road, and not be distracted by their mobile phones.

The winning team, comprised of Devon Bright, Darcy Cox, Megan Dudley, Justin Barrett and Babak Khosravi, worked with a leading creative agency to further develop their social media campaign.

Group of attendees smiling and working together around a table

Creating the “Chin up” campaign

The winning team got to see their idea brought to life when they attended the filming of “Chin up” in May, 2017. 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.

“Just being on set and seeing the production, and how big that is itself is amazing.” – Devon, winning team member

“I do feel like I’m making a contribution to road safety, especially to younger people.” – Darcy, winning team member

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