A QUT student has tapped into the language of Gen Z to create an award-winning road safety campaign discouraging younger drivers from the dangerous practice of tailgating.
As the Queensland university winner of the annual Australia-wide Re:act Road Safety Behaviour Change Program, the ‘I just need space’ concept created by Sunshine Coast-based artist Lais Perske will be seen on roadside billboards and other digital screens in bus shelters, shopping centres and elsewhere throughout Queensland during August.
The theme this year challenged design communication students from university and TAFE across Australia to create positive campaigns to raise awareness in the 17-25-year-old target audience of safe following distance and ensure their future behaviours are safe.
Re:act research has found current road safety messaging isn’t working for drivers in this age group, with almost half of those surveyed unaware of the two-second gap rule. It found that tailgating causes anxiety for other drivers, is consistently rated the worst behaviour on our roads, and increases the odds of being involved in a crash by 13 to 15 times.
Lais approached the challenge by devising a strategy using relatable, everyday phrasing young drivers could identify with, reframing tailgating as socially undesirable, and employing bold visuals and humour with a space theme. She said the project was one of the most valuable creative experiences she has experienced.
“I’m really proud of the final outcome because I can see how much my work evolved through concept development, research, feedback and pushing myself out of my comfort zone,” Lais said.
“One of the best parts of the project was hearing from real-world industry partners and professionals. Their feedback, insights and opinions completely changed the way I approached the design. Instead of focusing on making something visually appealing, I began thinking about audience behaviour, clarity, and how to “sell” a pitch professionally.
“I learnt how important it is for an idea to have strong research backing it up, and how its important in supporting creative decisions rather than purely relying on aesthetics.
“Being the same age as the target audience also made the project feel very personal and appealing. Researching young drivers meant I was often reflecting on my own generation and my own habits, helping me understand how powerful relatable language and emotional connection is for viewers.”
Melanie Finger, Senior Lecturer in Transdisciplinary Design and the Academic Lead Engagement for the QUT School of Design said the Re:act program not only benefited the participating students; it was also instrumental in changing behaviour.
“The Re:act program gives our students ‘real world’ experience in the best possible way. They get to engage with multiple stakeholders and have the chance to make a difference in a way that could help save lives,” Ms Finger said.
“Lais impressed the judges with her clear, engaging and highly memorable campaign. She had stiff competition from other QUT students – Jodi Ho, Madeline Weale and Ruby Rimmer, for example, were all wonderfully creative with their ideas.”
The Re:act program, which has been recognised with a Prince Michael Road Safety Award and by the United Nations, challenges design communication students around the world to create campaigns to raise awareness among 17-25 year olds of road safety risks and to change behaviour. More than 70 million people across Australia, South America, North America and the United Kingdom have seen student-created campaigns since Re:act's launch in Australia in 2016.
Re:act Executive Director and Founder Andrew Hardwick said the campaigns created by university students would run across the digital assets of Re:act's Australian media partner oOh!media for four weeks in August, with campaigns created by TAFE students to follow in September.
“The students' campaigns were created to highlight the importance of maintaining a safe following distance and the work they produced was insightful and exceptional,” Re:act Executive Director and Founder Andrew Hardwick said.
"I'm confident they will both resonate with the young target audience and encourage all drivers to be more aware of their choices behind the wheel, making us all safer on our roads.”
For further information visit reactforchange.org.
Main image: QUT student Lais Perske in front of the Brisbane billboard featuring her road safety concept
Media contact:
Amanda Weaver
QUT Media
07 3138 2361 / 0407 585 901 (After Hours)
