Communication design student wins road safety campaign competition

Wednesday 2 August 2017

Lucy Boehme standing next to a car

The campaign will include mock 'fines' to be distributed around campus to help drive home the potential financial burden of drunk driving.

In summary

  • Student Lucy Boehme’s winning campaign addresses the issue of morning after drink driving
  • As part of her award, Ms Boehme will activate the campaign at Swinburne's Hawthorn campus 

‌A 'Give Your Liver Longer' campaign created by Swinburne’s Lucy Boehme will be introduced in and around the university after the Communication Design student won a competition to improve community awareness about morning-after drink driving.

The campaign aims to debunk common myths about reducing your Blood Alcohol Concentration, give advice on keeping track of the number of standard drinks consumed and provide tips on how to be safer the day after drinking. 

Swinburne Communication Design students were tasked with developing a creative campaign about the dangers of driving the morning after drinking heavily.

As the winner, Ms Boehme won $4000 to help implement the campaign around the Glenferrie Rd area and on digital channels around the university during Welcome Back Week, from 31 July to 3 August.

The campaign is being led by Melbourne creative agency Hard Edge and will work in collaboration with Swinburne and other organisations including the Transport Accident Commission, the National Road Safety Partnership Program, RACV and Transurban.

"I’ve been impressed with the enthusiasm from our design students in taking up the brief for the 2017 campaign," says Swinburne Associate Professor Nicki Wragg.

Driving the day after drinking

Ms Boehme says the 'Give your Liver Longer' campaign will send the message to students that they have to give their liver longer to process the alcohol out of their body before getting into car the morning after a drinking alcohol.

"This is my first experience really being involved in the creative world outside of university so it's been extremely insightful working with the team at Hard Edge Media," says Ms Boehme.

"I hope the messages and ideas behind the campaign will provide a new perspective and insight into Australia's drinking culture.

"Drinking and driving has always been a hot topic for us young people, now it's about taking the next step and learning about the risks that are involved the morning after."