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 contributionpeer-review


    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
    Number of pages11
    ISBN (Electronic)064645546X
    ISBN (Print)1741071593
    Publication statusPublished - 2006
    EventANZMAC Conference 2006 - Brisbane, Australia
    Duration: 4 Dec 20066 Dec 2006


    ConferenceANZMAC Conference 2006


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