Challenge

How do you encourage young, indigenous people to get their driving license?

This is the second film in the series of three. The project involved producing CSAs (community service announcements) for a remarkable, rural initiative sponsored by the George Institute for Global Health.  Driving Change is a community driven program that supports young indigenous people to navigate the licensing system and attain their driving licence. But it does more than that - it fosters greater social inclusion and economic independence.

This film was designed to target young indigenous men and highlight some of the real benefits of getting a driver license.

Solution

Real individuals who have benefited from a service are often the best ones to vouch for it. We started by interviewing young indigenous people who had gone through the program about their experiences of it. We also interviewed mentors about why they volunteered and what they got out of it. Three scripts were developed using the words and stories of our interviewees. Working closely with the Driving Change team, we storyboarded a series of shots to represent the short narratives we had created.

This male mentee commercial was shot and voiced in the Hunter Valley using a young, indigenous non-actor sourced by the client.

To maximise exposure across multiple platforms radio ads were made using the commercial soundtracks as a base.

feedback

Good Eye Deer were great to work with. They really took the time to listen, not only to program staff about what we wanted but with participants and community members as well, to understand what our program meant to them. They were patient and creative, and engaged with our program goals and communities, over simply being focused on pumping out 'some promotional material'. I think that showed in the finished product which captured the essence of what we were trying to achieve with the program itself.

Jake Byrne
Program Manager, Driving Change

Credits:

Agency: Bloke
Video production company: Good Eye Deer, Sydney
Client: The Georges Institute fpr Global Helath, Sydney
Writer / Director: Gavin Banks
Producer: Olivia Olley