Road safety up with youth cam­paign

Bayside and Northern Suburbs Star - - MOTORING | ADVERTISING FEATURE -

QUEENS­LAND’S most vul­ner­a­ble road users are get­ting the ‘chin up, phone down’ mes­sage, with the lat­est road safety cam­paign cre­ated by young peo­ple, for young peo­ple, al­ready record­ing more than one mil­lion views.

For­mu­lated at the last Co-Lab Youth Road Safety Chal­lenge by a team of stu­dents, the so­cial me­dia ads en­cour­age driv­ers to put their phones away while driv­ing.

Launched on June 30, the videos use hu­mour to de­liver a se­ri­ous road safety mes­sage.

Act­ing Min­is­ter for Main Roads and Road Safety Steven Miles said with a stag­ger­ing 88% of young driv­ers ad­mit­ting to us­ing their phones while driv­ing, it was great to see the ads had so far reached more than 2.3 mil­lion peo­ple.

“The Chin Up cam­paign is de­signed to con­nect with young peo­ple, send­ing a clear mes­sage that when you’re look­ing down at your phone, your fo­cus is some­where else and def­i­nitely not on the road,” Mr Miles said.

“The cam­paign had more than one mil­lion in­di­vid­ual video views by its third week and it goes to show that when ideas are de­vel­oped by the tar­get au­di­ence, they can cre­ate a pos­i­tive change.”

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

The win­ning cam­paign from the first Co-Lab, ‘Set­tle Down Stal­lion’, has reached more than 4.7 mil­lion peo­ple since its launch in June 2016.

To watch the videos and for more in­for­ma­tion on the cam­paign visit: https://jointhedrive.qld.gov.au/young-driv­ers/chin-up.

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