Educating agricultural communities about farming’s biggest killer - quad bikes.
Quad bikes are responsible for more deaths in Queensland’s agriculture industry than any other cause. But quad bikes on their own don’t kill—poor rider behaviour is the real danger.On behalf of the Office of Industrial Relations (OIR), we put our behaviour change expertise, compelling creativity and video acumen to work, encouraging safer quad bike rider behaviour to significantly reduce quad bikes’ death toll.
Challenge
The OIR asked us to create a behaviour change campaign that connects with Queenslanders who ride quad bikes. Five key messages were at the core of the campaign:
- Always wear a helmet.
- Keep kids on kids’ bikes.
- Don’t double.
- Don’t overload.
- Get proper quad bike training.
The spark
Surprised by the fact that quad bikes are the biggest killer in the Queensland agriculture industry, we chose to make this the focus of the campaign. Our messaging asked the audience to consider:
What would your family do if you didn’t come home safely?
To cut through to the audience, we turned to our proven behaviour change methodology. We know behaviour is only the surface evidence of a deeper journey—attitudinal change is the real target, and behavioural change then follows, such as a simple action like remembering to wear a helmet. To unlock attitudinal change, we focused on aligning the campaign with the audience’s core values and beliefs. We just had to understand them and write messaging that connects with who they are.
Creative
Leveraging the use of live-action video, we reflected the audience back to themselves so they could connect better with the message, seeing not the actors playing quad-bike riders, but their own precious family members.
The campaign features a series of six videos, radio and press advertisements, posters, DL flyers, and website and digital assets created under a central concept of 'Come home safe'.
Outcome
In its entirety, the campaign is an emotionally compelling and strategic suite of creative that makes a difference to people’s lives every time a quad bike rider comes home safe.