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Time With Mum

Road Safety Commission

Issue 43 | June 2017

Background

The target audience was predominantly 17-29 year old males living in metro areas, a group of drivers more inclined than others to drink drive, use their mobile phones while driving and not wear their seatbelts. Research showed that they didn't see their risk-taking behaviour as a road safety issue. The threat of injury or loss of life was seen only as a distant consequence compared to losing their licence or being fined. Therefore, a film was developed based on the daily reality of what it meant to lose your licence.

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