 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 1 always wear a helmet 2 keep kids on kid bikes 3 dot double 4 dot overload 5 get proper quad bike training 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 didt come home safely to cut through to the audience we turned to our tried and true 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 audiences core values and beliefs we just had to understand them and write messaging that connects with who they are 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 rollout of the campaign required deft thinking to accommodate the budget and some production parameters so we worked up solutions that met these requirements while still reaching strong creative standards digging deeper strategically we challenged the illustrative concept the oir originally briefed instead conceptualising live action stills underlaying animation so the audience could see themselves in the video 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 in its entirety the campaign is an emotionally compelling and strategic suite of creative that makes a difference to peoples lives every time a quad bike rider comes home safe 