Challenge:

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

This award-winning project involved producing three 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.

Targeting young women, young men and the mentors who would help them, we were asked to create a series of short films to highlight the real benefits of getting (or helping someone get) a driver license.

AWARDS

WINNER:BEST TV Commercial ($5,000 to $10,000) , 2015 National Australian Video Producers Association (AVPA) Awards.

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.

The Mentor TV commercial was shot on location in rural NSW, with the images and original interview recordings of the real mentors. The mentee commercials were shot and voiced in the Hunter Valley using some young, indigenous non-actors sourced by the client.

To maximise exposure across multiple platforms radio ads were made using the TV 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 for Global Helath, Sydney
Writer / Director: Gavin Banks
Producer: Olivia Olley

Driving Change