VANESSA IS AN EX-BOOZE BUS (GET IT? VANESSA?), CUSTOMISED WITH PHOTO BOOTH, PLASMA SCREENS AND LOADS MORE, AND STAFFED BY A TEAM OF YOUNG ROAD SAFETY WARRIORS. SHE TRAVELS TO MUSIC FESTIVALS ACROSS THE STATE PERFORMING BREATH TESTS AND SPREADING THE GOOD WORD: THAT PARTYING AND ROAD SAFETY CAN GO TOGETHER.

SEVEN YEARS IN AND VANESSA IS ONLY GETTING STRONGER, WITH A BIG SOCIAL MEDIA FOLLOWING (THOUSANDS OF FULLY ENGAGED FACEBOOK FANS) AND A FLEET OF MINI VANESSAS JOINING THE TEAM. SHE’S PROBABLY EVEN SAVED A FEW LIVES ALONG THE WAY. BLESS HER.
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WITH DISTRACTION BECOMING AN EVER-INCREASING PROBLEM ON OUR ROADS, THE VICTORIAN GOVERNMENT ANNOUNCED SIGNIFICANT CHANGES TO DRIVING RULES, AND IN PARTICULAR ILLEGAL MOBILE PHONE USE. YOUNG DRIVERS (P1, P2 AND L-PLATERS) ARE NOT ONLY THE MOST INEXPERIENCED ON THE ROAD, THEY’RE ALSO THE BIGGEST USERS OF MOBILE PHONES WHEN DRIVING.

TO REACH BOTH YOUNG DRIVERS AND WIDER PUBLIC, WE DEVELOPED AN INTEGRATED CAMPAIGN SIGNALLING HIGHER FINES OF $443 AND MORE DEMERIT POINTS. THE 'GOT THE MESSAGE' CAMPAIGN SPANNED ACROSS PRINT, OUTDOOR, DIGITAL, CINEMA, RADIO, RETAIL, LENTICULAR POSTCARD HANDOUTS AND A WEBSITE TO ENGAGE AND OUTLINE THE LAW CHANGES AFFECTING ALL DRIVERS.
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