28 September 2011

Designated drivers make social media music

Bachelor of Arts (Music Industry) students applied classroom knowledge to create a social media campaign celebrating the Melbourne pub-rock scene's unsung heroes, designated drivers.

In conjunction with Mushroom Marketing and the Transport Accident Commission (TAC) they filmed interviews with young designated drivers and bands at local pub-rock venues.

The campaign includes designated driver themes relevant to the live music community and is promoted through music videos on social networking sites, including the TAC's YouTube channel in a project titled TAC After Gig Guide.

Senior Road Safety and Marketing Manager, TAC, John Thompson, said the students had a good grasp of the target audience.

Mr Thompson said almost a quarter of drivers and motorcyclists killed in road crashes had illegal blood alcohol levels of 0.05 or higher.

He said almost 80 per cent of drink drivers killed were male, with the majority aged 21 to 39.

"I was impressed with how students understood the importance of managing risks by considering who is the designated driver when going out," Mr Thompson said.

Dr Barry Hill from RMIT University's School of Media and Communication said the project provided students with real-world learning experiences by working with leading music industry figures.

"This also gave students a wonderful opportunity to work on an important issue that affects so many young people," he said.

Carl Gardiner, Managing Director of Mushroom Marketing, said the project provided students and the live music community with a chance to play a constructive role in saving young lives.

The TAC After Gig Guide demonstrates a collaborative approach between road safety, education and the music industry.

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