Vic Roads – Communicating by Stealth
Despite high awareness that talking on your hand-held mobile phone is dangerous and illegal, 80% of 18–25 year olds admit to regularly doing it.
The task was to overcome a resistance to being told what to do. And to get them to ignore, or better still, turn off their phone while driving.
Our approach was to ask who else faces the challenge of getting through to young people? Answer: educationalists. Research into learning theory led to our breakthrough.
'Knowledge is experience, everything else is just information'. (Einstein)
This led to...