Voiceover: CO-LAB 2017 brought together Queensland’s brightest young minds who were given the challenge to create a real road safety campaign.
They were asked to come up with a community solution to help address community attitudes towards the road toll. Sadly, in 2017 alone, 247 people died on our roads and more than 6,500 were hospitalised.
Despite this, most of us readily accept the road toll as part of every day life. So experts in research and psychology provided the group with insights as to why there is this community acceptance.
Then it was time to get into teams and get creative. Many great ideas were developed and with further input from creative mentors they were soon ready to present to the wider group for judging.
Elliot Bell: “Working with the mentors has been great I think getting, sort of, industry experience with them as well.”
Chenea Rooke: “There was some mentors that were very helpful and had very good constructive criticism.”
Voiceover: After much deliberation the judges decided the “Zero” campaign was the winning idea which would be developed. The “Zero” team then worked with the agency to develop their idea into a fully-fledged campaign with the rallying cry “Let’s drive the road toll down to zero”.
Mikaela Lawlor: “I think it was great! Very productive and it’s such a big help having all the professionals opinions coming into it and reinforcing, I think, what I think is right.”
Voiceover: The winners participated in bringing the idea to life at the film shoot.
Xanthe Johnston: “To see my idea come to life it’s absolutely amazing, like you see all the different bits of talent coming together, you see the filmer’s there’s cinematography in there, then you’ve got the talent where there’s the actors and I think that’s really amazing to see that all happening in this one area and seeing the little, kind of, storyboard the little idea that my group put together in a couple of days seeing that all just come to life it’s really cool.“
“I think it is important that the Government takes young people’s point of view into road safety because when you think about it, like events like CO-LAB are ideas being generated by young people for young people, they’re there to connect with that younger audience and I think that’s really important that the Government does listen to and pay attention to that.”
“To all the young people that are thinking of going to CO-LAB, I would say just do it, honestly it’s an amazing experience and it’s a great opportunity to share your ideas with other young people, to meet new people and to work on the ideas that you generate and hopefully you can create something amazing, so yeah I’d say definitely give it a go.”
Voiceover: Check out the videos and share them to help drive the road toll down to zero.