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

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    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.