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    Coat of ArmsMedia Release
    Minister for Transport and Main Roads
    The Honourable Mark Bailey

    Youthful creativity shines again in driver survivor campaign

    Minister for Transport and Main Roads
    The Honourable Mark Bailey

    Wednesday, May 02, 2018

    Youthful creativity shines again in driver survivor campaign

    Two teams of creative industries students have shared the gong for the third Co-Lab Youth Road Safety campaign.

    Their task was to come up with a campaign challenging the mindset that death and injury is part of everyday life. The winning ideas would then be developed into online campaigns to coincide with National Road Safety Week.

    Transport and Main Roads Minister Mark Bailey said the two campaigns couldn’t be separated, with the Palaszczuk Government deciding to adopt both.

    “We asked participants to get the road safety message across to help impact real change in driver attitudes and the two winning campaign ideas, both equally innovative and engaging, were just outstanding,” Mr Bailey said.

    “The Road to Zero: Let’s Make Zero Great campaign will target all road users, and the Not Good Enough campaign will target young drivers.

    “It was a tough brief, as the complacency that exists around road trauma needs to be continuously challenged. Many people feel road trauma is an inevitable part of using the roads, and we need to challenge this belief.

    “More than 6500 people are hospitalised in Queensland each year as a result of road trauma and 247 lives were lost on our roads last year alone.”

    Alistair Windsor, Dominic O'Carroll, Emmalee Stevenson, Katharine Bogard and Kellice Chua developed the Not Good Enough campaign.

    Babak Khosravi, Mikaela Lawlor, Wei Lin, Xanthe Johnston and Xin Zhang developed the Road to Zero: Let’s Make Zero Great campaign.

    Mr Bailey said he was impressed by the creativity of some of Queensland’s brightest young thinkers.

    “The results from Co-Lab campaigns have been fantastic. It demonstrates how one idea created by young drivers for young drivers can positively impact one of our most vulnerable groups on the road,” Mr Bailey said.

    “I want to commend all the participants for their creativity and commitment to making a difference and I can’t wait to see the final campaigns.”

    Mr Bailey said the Co-Lab Youth Road Safety Challenge has proven successful in the past.

    “In 2016, Co-Lab tackled the issue of mobile phone use while driving and produced the successful “Chin Up” campaign, which reached almost 4 million people and had more than 2.2 million individual video views online,” he said.

    Each member of the winning teams will receive $1500 in prize money and practical support from the Queensland Government towards developing their online road safety campaign.

    The CO-LAB Youth Innovation Challenge was one of several initiatives announced following the first Safer Roads, Safer Queensland forum held in April 2015.

    Campaign information:

    Road to zero: let’s make zero great

    • The idea suggests an aim for ‘zero’ in all aspects of life, including aiming for zero for the road toll. 
    • The campaign shows different scenarios where traditionally achieving zero isn’t a good thing and reverses these incidents in a humorous way to make zero great. For example, scenarios could include: a guy completing a big work-out and celebrating when his fit bit shows that he has recorded a zero step count, a girl and her cute pug celebrating that they’ve achieved zero likes for a photo posted on Instagram. 
    • This idea will be linked in with the 2017 road toll with the tagline ‘Let’s drive the road toll down to zero’. 
    • The campaign is planned to be launched to coincide with the  beginning of Queensland Road Safety Week, which will run from 27-31 August 2018.

    Not Good Enough

    • The idea juxtaposes the stereotypes and trivial events that young people won’t accept against their acceptance of the road toll. For example, the campaign would feature a series of scenarios that young people deem ‘not good enough’ – for example, a millennial with his slow internet, a uni student with a warm beer, a hipster with his single-origin coffee and how they deem these everyday events as ‘not good enough’ vs the realities of the road toll.

    Team photos available on request.  

    ENDS

    Media contact: Dominic Geiger, 0447355565