Chin Up campaign gets tongues talking and fingers clicking

The ‘Chin up, phone down’ message has reached nearly four million people thanks to the Palaszczuk Government’s latest road safety campaign targeting young motorists.

More than 2.2 million people have viewed the videos with over 55,000 engagements including clicks, reactions, shares and likes, proving strong engagement through a number of channels including Facebook, Instagram and YouTube.

Speaking during Road Safety Week, Acting Main Roads and Road Safety Minister Steven Miles said he was thrilled the campaign, which encourages young people to remain aware, look up and put their phones away, was having a great impact and increasing motorist safety.

“The ‘Chin Up’ campaign was designed by young drivers through the Co-Lab youth road safety challenge and sends a clear message that when you’re focused on your phone your head is somewhere else,” Mr Miles said.

“We were confident this campaign would resonate with the target audience and these results show the campaign’s great success.

“It goes to show that when ideas are developed by the target audience, they can create an effective campaign to deliver a compelling road safety message.”

Mr Miles said despite research showing mobile phone use while driving could be as risky as drink driving, more than three quarters of Queenslanders admitted to having used their phones illegally behind the driver’s seat.

The ‘Chin Up’ campaign has now finished running online and a post-campaign evaluation will be undertaken to test the campaign’s impact on behaviour and attitudes to mobile phone use while driving.

“We really hope this campaign will continue to encourage awareness about the dangers of driver distraction and the need to focus on the road at all times, increasing safety for all road users,” Mr Miles said.

“The Co-Lab Youth Road Safety challenge was one of several initiatives announced by the Palaszczuk Government following the Safer Roads, Safer Queensland forum held in April 2015.

To watch the videos visit: https://jointhedrive.qld.gov.au/young-drivers/chin-up

* Reach is calculated via a number of different ways using an integrated strategy across social media, and is the estimated number of people the campaign has been served to in the form of a video or GIF image format.

Chin Up campaign stats:

• Estimated total reach – 3,921,506
• Impressions – 13,763,581
• Video views – 2,247,900
• Reactions – 3,970
• Total engagements – 55,178 – includes all clicks, reactions, comments, shares, saves & page likes

YouTube

Engagement Metrics:

• Completed 15s/30s Video Views: 665,439
• 15s/30s Video Completion Rate: 32.27%
• 6s Video Views: 762,726

Please note: industry benchmark completion rates for government campaigns are 16-21%, meaning ‘Chin Up’ campaign completion rates of 32.27% are extremely high showing great engagement.

ENDS 

Media contact: Amy Hunter, 0423651484