Young, Fast, Dead: a fresh perspective from the early driving group

Amanda Burrell, Tonia Gray

    Research output: A Conference proceeding or a Chapter in BookConference contribution

    Abstract

    Risk taking behaviour is synonymous with adolescence. Moreover, epidemiological statistics associated with early driver deaths in Australia paint a disturbing picture. There is considerable debate about the effectiveness of advertising and marketing as a prophylactic to unsafe driving behaviours. This paper discusses the search for innovative approaches to road safety campaigns by accessing the perceptions of the novice driver group. A case scenario was developed by reviewing current literature on adolescent health behaviour, risk awareness, road safety and marketing communication. Initial findings from a pilot study with members of the early driving group, imply that they, as members of the target audience for road safety campaigns, do provide a fresh perspective on tone, content and style for campaign design
    Original languageEnglish
    Title of host publicationANZMAC 2006 Conference Proceedings
    EditorsCharles Patti, Judy Drennan
    Place of PublicationCD
    PublisherANZMAC
    Pages1-11
    Number of pages11
    ISBN (Electronic)064645546X
    ISBN (Print)1741071593
    Publication statusPublished - 2006
    EventANZMAC Conference 2006 - Brisbane, Australia
    Duration: 4 Dec 20066 Dec 2006

    Conference

    ConferenceANZMAC Conference 2006
    CountryAustralia
    CityBrisbane
    Period4/12/066/12/06

    Fingerprint

    Road safety
    Statistics
    Adolescence
    Scenarios
    Marketing communications
    Reviewing
    Risk-taking behavior
    Marketing

    Cite this

    Burrell, A., & Gray, T. (2006). Young, Fast, Dead: a fresh perspective from the early driving group. In C. Patti, & J. Drennan (Eds.), ANZMAC 2006 Conference Proceedings (pp. 1-11). CD: ANZMAC.
    Burrell, Amanda ; Gray, Tonia. / Young, Fast, Dead: a fresh perspective from the early driving group. ANZMAC 2006 Conference Proceedings. editor / Charles Patti ; Judy Drennan. CD : ANZMAC, 2006. pp. 1-11
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    Burrell, A & Gray, T 2006, Young, Fast, Dead: a fresh perspective from the early driving group. in C Patti & J Drennan (eds), ANZMAC 2006 Conference Proceedings. ANZMAC, CD, pp. 1-11, ANZMAC Conference 2006, Brisbane, Australia, 4/12/06.

    Young, Fast, Dead: a fresh perspective from the early driving group. / Burrell, Amanda; Gray, Tonia.

    ANZMAC 2006 Conference Proceedings. ed. / Charles Patti; Judy Drennan. CD : ANZMAC, 2006. p. 1-11.

    Research output: A Conference proceeding or a Chapter in BookConference contribution

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    Burrell A, Gray T. Young, Fast, Dead: a fresh perspective from the early driving group. In Patti C, Drennan J, editors, ANZMAC 2006 Conference Proceedings. CD: ANZMAC. 2006. p. 1-11