#BagAPhoneNotABody: A low cost and high reach social media campaign

Distraction is one of the ‘Fatal Five’ in Queensland, and causes many road crashes and deaths each year. Recognising this deadly problem, RACQ decided to launch a thought-provoking campaign to encourage real change to motorists’ driving habits. RACQ used a collaborative staff workshop to develop the tagline and narrative for the campaign, observational studies to provide data on behaviour and evaluated the campaign using before and after surveys. The campaign proved to be a low-cost and high-reach initiative, with a total spend of less than $5,000 and a total audience of over 4.5 million people.