Dept of Transport & Main Roads

Protect Your P-plater

Tragically, young drivers in Queensland are involved in nearly a quarter of all fatal car crashes, and once a young driver attains their provisional licence, their risk of being a part of a serious crash increases six-fold. This campaign set out to re-address these startling stats via online content designed to develop a safer driving mindset in young provisional licence holders.

Research also showed parents are strong influencers over how young Queenslanders choose to behave behind the wheel, particularly after gaining their ā€˜Pā€™sā€™, so the campaign also highlighted the driving risks to parents and armed them with a variety of online resources such as videos and tips, to help them ensure their teenagers drive safely. The campaign was promoted through online channels, radio and social media advertising.

Video poster
Video poster
Video poster

Awards and Recognition

Award logo - AMI

AMI

Winner, National Awards for Marketing Excellence, Content Marketing Category

Award logo - AMI

AMI

Finalist, Queensland Awards for Marketing Excellence, Content Marketing Category

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