QUT student Lais Perske.
A QUT student has used the language of Gen Z to create an award-winning road safety campaign discouraging younger drivers from tailgating.
Lais Perske, a Sunshine Coast-based artist, was named Queensland university winner of the Re:act Road Safety Behaviour Change Program for her concept "I Just Need Space," which will appear on roadside billboards and digital screens in bus shelters, shopping centres and elsewhere throughout Queensland during August.
This year's theme challenged design communication students from universities and TAFEs across Australia to create campaigns raising awareness among 17 to 25-year-olds of safe following distance.
Re:act research found current road safety messaging isn't working for drivers in this age group, with almost half of those surveyed unaware of the two-second gap rule.
It found tailgating causes anxiety for other drivers, is consistently rated the worst behaviour on Australian roads, and increases the odds of being involved in a crash by 13 to 15 times.
Perske said the project was one of the most valuable creative experiences she had had.
"I'm really proud of the final outcome because I can see how much my work evolved through concept development, research, feedback and pushing myself out of my comfort zone," Perske said.
"One of the best parts of the project was hearing from real-world industry partners and professionals. Their feedback, insights and opinions completely changed the way I approached the design. Instead of focusing on making something visually appealing, I began thinking about audience behaviour, clarity, and how to 'sell' a pitch professionally.
"I learnt how important it is for an idea to have strong research backing it up, and how it's important in supporting creative decisions rather than purely relying on aesthetics.
"Being the same age as the target audience also made the project feel very personal and appealing. Researching young drivers meant I was often reflecting on my own generation and my own habits, helping me understand how powerful relatable language and emotional connection is for viewers."
Melanie Finger, senior lecturer in transdisciplinary design and academic lead engagement for the QUT School of Design, said the Re:act program benefited participating students and was also instrumental in changing behaviour.
"The Re:act program gives our students 'real world' experience in the best possible way. They get to engage with multiple stakeholders and have the chance to make a difference in a way that could help save lives," Finger said.
"Lais impressed the judges with her clear, engaging and highly memorable campaign. She had stiff competition from other QUT students – Jodi Ho, Madeline Weale and Ruby Rimmer, for example, were all wonderfully creative with their ideas."
The Re:act program challenges design communication students around the world to create campaigns raising awareness among 17 to 25-year-olds of road safety risks.
Andrew Hardwick, executive director and founder of Re:act, said the campaigns created by university students would run across the digital assets of Re:act's Australian media partner oOh!media for four weeks in August, with campaigns created by TAFE students to follow in September.
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