This campaign was a collaboration with 5 advertising students from Bathurst CSU, our group name was Kajulu Rouge. My main role was graphic designer as well as contributing ideas and helping to define the campaign strategies.
Brief: Road safety campaign and strategies for delivery of road safety awareness and education. To engage young local drivers to assess and modify negative driving behaviours.
The campaign will focus on issues that heavily impact on this target, such as drink driving, speeding, texting and reckless behaviour.
Our research indicates that peers have a huge potential to influence young drivers’ behaviours; however rarely voice their opinion or concerns.
One of the key findings from our research is that this target market does not necessarily feel comfortable with directly saying that they disapprove of their friends’ driving behaviours. In order to enable peers to ‘say it without saying it’ we have created three driver personalities for people who engage in these activities – “phoney”, “drunky” and “quicky”. Creating names for bad driving habits helps to personify them and makes it possible for the passengers to feel empowered to “call out” their friends when engaging in reckless driving behaviour.
Our three-phase strategy begins with O-Week, when there is an influx of 4000 members of the target audience to the local area, including a smashed up car transformed into an information stall on the university lawn. This will be followed up by a second rollout, which is Village Fair, and will continue on with the same messages. A social media ramp-up will precede the third major rollout, which will concentrate on the race week surrounding the Supercheap Bathurst 1000 race. Collateral such as wrist bands, coasters, cups & leaflets will be handed out at the events.
Graphic Design – 2012 | Photography by Nick Day