University students tackle road safety in video ad competition

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One of the issues at the centre of tensions between cyclists and motorists is the question of road ownership. Many drivers believe roads belong to cars, that cyclists shouldn’t be allowed to use the roads and that they’re an inconvenience when they do. Most cyclists believe they’re entitled to use the roads, but many fear for their safety when faced with those who think otherwise.

So how do we ease tensions between cyclists and motorists and ensure everyone can share the roadways in a safe and friendly manner? How do we tackle the sense of entitlement on our roads? That’s the question the Amy Gillett Foundation posed to university students as part of this year’s Australasian Road Safety Conference.

Teams of students in marketing and communications, advertising and media production were given the opportunity to produce short TV-style ads to address this topic. The winning team will receive a one-week internship with McCann, the advertising agency responsible for acclaimed campaigns such as the Impossible Orchestra and Dumb Ways to Die.

After reviewing the entries, judges narrowed the field down to the following four finalists:

The winner will be announced tomorrow, Wednesday September 7, at the Australasian Road Safety Conference. There will also be a People’s Choice Award, decided by public votes for the campaigns above.

In your opinion, which of the four videos above would be most effective as part of a public education campaign? And why?

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