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This road safety campaign is from the South Australian Police (2021) and is from the perspective of the driver who is in the wrong. It is interesting because it explores the idea of doing something that you know is wrong but continuing to do it anyway. It creates a sense of evil and darkness and shame on the person driving after drinking which is really interesting and compliments the idea od the responsibility when driving being solely in the driver's hands. The text at the end of the clip[ is also very similar to the desired text i would like to use.

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Think! Road Safety - Selfish Prick Campaign (2021) - TVC 30 seconds "EXCUSES"

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This is a Road Safety Campaign by Transport for NSW (2017). It very expertly portrays emotion and the idea that other people's lives, ever children's live sare in you hands especially when speeding or being careless on the road. It looks from the perspective of if crashes happened in slow motion and how your choices would be different if you had the chance to consider others on the road before you made the potentially fatal mistake.

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I want the colours at the beginning to be brighter and be created by natural outdoor light and accentuate the greens of the the grass of the soccer field, the bright colours of the office, and the sandwich. I do not want the colours to be too oversaturated to create an unnatural feel because it needs to be natural for the audience to connect with it. Also using brighter colours with a less oversaturated tone adds a sense of foreshadowing of the more gloomy and dark ending of the promotional video.
I have chosen five shades that I believe capture the main compositional colours of each scene of my promotional video and you can see that the first four colours are bright and optimistic in contrast with the deep grey of the last scene where the promotional video takes a more serious turn.
#B1777A - the pink colour represents the house in the morning and stubbing your toe. The Pink is sort of a flesh colour and also red tones can indicate pain or warmth.
#FFDD92 - The yellow colour is not only the colour of the sandwich which the main character drops on the floor in the promotional video but yellow as a shade can sometimes be happy can also be considered cautionary as there are several types of road signs that incorporate yellow which continues the theme of road safety.
#52C1FF - This blue shade is relaxing and is seen in the sky outside the window in the office scene. It not only creates a sense of relaxation during chaos but it contrasts with the dark colours at the end of the promotional video adding some shock value which is crucial in making an impact on the intended audience.
#4DB82B - This green colour has a similar effect to the blue but represents the colour of the grass instead, It is also sort of relaxing and increases the sense of contrast to the final shots of the promotional video.
#413C52 - This dark grey/blue colour contrasts all of the other brighter colours and shows the turn of the promotional video where it becomes more serious. it creates a sense of fear and danger and is seen in the black leather seats of the car and the black/grey car interioir.

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The bright and lighthearted nature of the beginning of my video needs to contrast with my text to really pack a punch at the end of the promotional video. The message is serious and therefore needs a serious fonts that will drive the message home to the audience. The appropriate font would be a san serif font which is bold and white, contrasting the darkness of the final car scene.
- Bebas Neue is a good option which is similar to the fonts used in South Australia's Road Safety Campaigns because it is clear and bold.
- Evogria is also a good choice but while it is bold and clear it has some rounded edges. While this is not and inherently bad thing, I do not want my text to distract from the promotional video, therefore it does not require any special inflections.

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Attention- I want to grab the viewers attention by using short snippets of scenes in quick succession to create excitement and showing scenes that are relatable and understandable.
Interest- Interest to the audience is obtained once again to the relatable scenarios of stubbing your toe and angry bosses and footy fields so audiences can connect with the person in the advertisement. The target audience is adults at driving age, particularly men as studies show that it is men who most commonly participate in road rage. The advertisement also uses some humour to gain the attention of audiences through the character getting hit in the head with a ball which creates interest in its contrast to the serious message it promotes.
Desire- I desire for the audience to relate to the video and maybe even laugh at the relatable unfortunate scenarios at the beginning of the promotional video. I then hope to gain their attention through the contrast at the end of the video and hope that they will think more deeply and consider others more when driving on the roads, especially after a long day.
Action- After viewing my video people should consider other more when they are driving. When they find themselves in a similar situation they would think back to the promotional video and consider others feelings and hopefully choose not to take out their anger on somebody else.

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"Don't make your bad day, their bad day"
Man 1 stubs his toe with a scream, is yelled at by his boss, drops their lunch with a groan and gets hit in the head with a soccer ball with a heaving grunt. These shots are brightly lit and are shown in quick succession. Head bandaged and blood leaking from his forehead, Man 1 is on a road behind a slow L plate driver. At this point the video takes a turn from its light-hearted funny tone to a more serious note with dimmer lighting in the car, as if it almost around dusk creating deeper shadows and more of an angsty mood within in the video. The L plater brakes harshly in front of him and man 1 is forced to brake quickly as well making a loud screeching sound. Man 1 grips the steering wheel with one hand and raises the other to beep the horn. his face turns into a scowl as the screen cuts to a black screen and the text on the screen displays in bold white text, "Don't make your bad day, their bad day. Road Rage - give it a break"

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Ten Eyewitness News 2017, Hugh Riminton and Candice Wyatt, video, Youtube,  17 July 2017, viewed 12 March 2021

This new segment helped develop a target audience of young men and introduce some road rage statistics that were helpful in understanding the importance of safe and considerate driving.

South Australian Police Road Safety Campaigns 2020, Speeders  come out of nowhere, video, Youtube, October 1st 2020, viewed 13 March 2021 <https://www.youtube.com/watch?v=-aTtCdzD9cE>

This video was effective in helping to develop ideas for my promotional videos and developing ideas for my desired colour palette.

Lodge, G 2020, 'Unhinged', Variety, pp.92

Describes the film and the mental health problems that lead the main character of the film to take out his frustrations on other drivers. This also helped in profiling a potential audience.

Transport for NSW 2017, Other people make mistakes, Slow down, video, Youtube, 22 August 2017, Viewed 22 March 2021 <https://www.youtube.com/watch?v=mrDeuzuIDqY>

This road safety campaign demonstrated the importance of emotion in effecting an audience and creating relatability with the target audience.

South Australian Police 2020, Drink Driver. Selfish Prick, video, Youtube, 26 March 2021, viewed 4 April 2021 <https://www.youtube.com/watch?v=M38H2mbgmV4>

This road safety campaign showed a way to create a sense of shame and responsibility of the driver directly in a dark and evil sort of a way. It evokes many angry and negative emotions and is quite effective. shows how slogan are important and need to be memorable.

Emery, S 2021, Week 1: Introduction to the Course/Digital Media. INFT1014, Lecture recording 26 February 2021, University of South Australia, viewed 3 March 2021 <https://www.youtube.com/watch?v=JJVhU2zwBrk&t=1443s>

This lecture provided important examples of promotional videos used as inspiration and a jumping off place to create my own ideas for my own promotional video.

Emery, S 2021, Week 2: Your Message. INFT1014 (Introduction to Digital Media), Lecture recording 4 March 2021, University of South Australia, viewed 10 March 2021 <https://www.youtube.com/watch?v=XfC2qieRBIw>

This lecture directed me towards finding a target audience to create an add that is effective and reaches the people that need to see it and is effective in grasping and keeping their attention.

Emery, S 2021, Week 4: Creative Thinking & Problem Solving, Lecture recording 16 March 2021, University of South Australia, viewed 20 March 2021 <https://www.youtube.com/watch?v=qmmFU6Wuxq0>

This lecture instructed me on the importance and the method to create a mind map to lay out ideas and understand an idea from different perspectives. This helped me form a more solid idea for my promotional video.

Garase, M L 2006, Road Rage, LFB Scholarly Publishing LLC, Texas

This book guided me on the seriousness of road rage and the increase of the issue since the 1990s. It contained referenced information of road rage statistics and made it clear that road rage was a larger problem than I originally considered.

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My message about controlling road rage is directed towards people who are old enough to drive in South Australia, meaning at least older than 16. According to a new study in 2020 and covered by Hugh Riminton and Candice Wyatt on

Ten Eyewitness News (2017-07-17) the most common age of people inciting road rage and road violence is young males. This creates an audience of young men, however, I want to reach further than this. Road rage can be incited by anyone and I have known males of most ages to be involved in road rage somehow. Females are also not devoid of this sort of confrontational behaviour as well. As road rage is such a widely experienced thing, my promotional needs to be accessible, memorable and capturing of all ages of adults. I profile my audience mainly based on stereotypes of a middle aged male who has a basic office job and a few kids at home with some underlying anger issues who commonly takes out his anger on others on the road.
Another profile could be an 18 year old person just finishing a long shift at a minimum wage job, frustrated to be behind a slow driver on the way home.

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Look at South Australia's road safety commercials

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Look at South Australia's road safety commercials

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These commercials attempt to evoke an emotional reaction and use shock value to push a point. They often include children to create a sense of fear and sympathy and even a motherly instinct of protection to keep an audience engaged. They also often include violent displays of damage or insinuations of such with loud audio of the crashes that commonly conclude the advertisements. These are then finished with bold text with the chosen slogan for the final seconds.

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Think! Road Safety - Speeders Come Out Of Nowhere (2020) - 30 sec

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After watching several SAPOL road safety Ad Campaigns I found myself interested in their production and the messages they promote. I wanted to challenge myself and attempt to create a similar promotional video myself. After some research I discovered that road rage is a more frequent occurrence that I originally perceived especially in australian culture. One google search can show countless accidents and deaths caused by road rage there are no current SAPOL campaigns specifically directed towards road rage. I felt there was a place for this sort of promotion in helping for drivers to be more considerate of others when driving.
From completing my mind map I realised that I had a more clear and direct vision of how to portray road rage from the drivers perspective. While the influence of having family or friends of the driver involved was one option I felt this had been used a lot in other South Australian Road Campaigns and wanted to do something more original and creative, differing from these typical advertisements. The message I chose to promote is 'Don't make your bad day, their bad day. Road Rage - Give it a break'. This not only has a pun but is easy to understand and I believe somewhat memorable to the audience which is the important takeaway - that the slogan is memorable in a time when someone is likely to engage in road rage.

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2020 Film Unhinged which explores road rage specifically the idea of taking your issue and mental health problems on somebody else from behind the wheel. A review of the film by Guy Lodge (2020) describes the mental health problems of the main character Tom Cooper (Russel Crowe) and how they lead him to take out his frustration toward another road user in a very exaggerated example of road rage.

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I am excited to explore my creativity in a digital setting and promote something that is important to me. I have never considered myself a very tech-savvy person so I am somewhat nervous about the new skills I will be required to learn but remind myself that it is important to learn these skills that can open new opportunities.
I try to be kind to most people and honest as much as I can so promoting something regarding considering others is important to me and will hopefully be displayed in what I chose to promote throughout this process.

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1. Destiny rescue
2. Cross and crown youth
3. Stop glamourising gambling
4. Allow makeup in private schools
5. Wear a mask
6. Stop buying into fast fashion
7. Alcoholism begins young
8. Higher age ratings on films
9. Stricter restrictions on violent games
10. Glasses should be cheaper
11. Christmas shoeboxes
12. Put your phone down once in a while
13. Stop normalising drug use
14. Normalise saying no to your friends
15. Know you can say no
16. Littering isn't cool
17. Be kinder to retail workers
18. Your bad day shouldn't be their bad day
19. Recycle your clothes
20. Help, don't hinder your child's sex education and protection
21. Get creative with recycling
22. More money advice in schools
23. Think before you speak
24. Think before you drink
25. You are responsible for everybody in the car with you
26. Look up from your phone
27. Check up on your friends
28. Suicide hotline promotion
29. Dress for you
30. Big dogs don't belong in small houses
31. Save the sharks
32. Raise the age of cigarette purchase
33. Put yourself in others shoes
34. Learn self defense
35. Teach kids about consent
36. Don't clog up emergency rooms
37. Save the bees
38. Turn off your phone before bed
39. Hello fresh
40. Practice mindfulness

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1.An under hat head cooler
2. Makeup is for everyone - *sharing a brush from person to person*
3. A phone that only calls people
4. A journal labelled as a history book
5. A trip to my local coles
6. Deadfall furniture (my grandfather's furniture company)
7. really tiny fake plants
8.office company (keep it together staples) (we're full of sheet)
9. A bubble that doesn't pop
10. A program that only lets your car start when you say positive affirmations about yourself.
11. An implant for your mouth that amplifies your voice
12. A Cinema where  there are only middle seats
13. Jeans that look like they have rips but they actually dont
14. A service that investigates and finds small things that people have lost for lower prices
15. Fishing is for boys and girls "keep it reel"
16. Shoes with a gps system that walk you to where u need to go
17. Shirts that you can get your name and important information on for when you're too scared to introduce yourself.
18. Stop telling girls to smile
19. Stop buying/selling piercing kits online
20. Better sex education in schools
21. ban religion in schools
22. A company delivering ice cream when your sad
23. A period app that has delivery services available designed for your specific cycle
24. A drive through cookies shop
25. Change the Australian flag
26. Stop eating sugary cereals
27. Stop slutshaming
28. Stripper rights
29. Encourage individuality
30. Normalise therapy
31. Diminish road rage (give it a brake)
32. Use reusable coffee cups
33. Pick up pet waste
34. Your driving for everyone
35. Support the arts
36. Encourage reading
37. Exercise for kids
38. Solar energy
39. Stem can be cool
40. Self care