Communicating with young people

It is quite typical for young people to openly despise government-produced, youth-oriented advertising campaigns. They are frequently slated as being condescending, totally out of touch with young people's values and/or executed in ways which are seen as fundamentally uncool. The chances of such ads being effective in communicating to young people is virtually nil. So how can the most obvious pitfalls be avoided and the best chance of getting messages across to youth achieved? Using the example of research conducted for the TAC (Transport Accident Commission) in Victoria about understanding risk-taking in young drivers, this paper will explore key strategies and concepts for effective communication with this audience. (a) For the covering entry of this conference, please see ITRD abstract no. E211804.

  • Authors:
    • COCHRANE, C
  • Publication Date: 2004

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 01011432
  • Record Type: Publication
  • Source Agency: ARRB
  • Files: ITRD, ATRI
  • Created Date: Dec 19 2005 3:10PM