Guiding development of behaviour change website, augmented reality app and content

An emergency services first responder agency in Victoria developed a campaign to discourage risky behaviour (driving through flood waters), raising awareness and understanding through a three-part campaign. This involved traditional above-the-line communications, a website, and an augmented reality app. Prior to further investment and development, research was being considered to maximise campaign effectiveness.

The study involved both qualitative exploration and quantitative validation, speaking to Victorians of all ages, vehicle sizes and expertise.

The research helped identify how the three components of the campaign worked together, and areas to enhance each of the components to drive better engagement and relevance. It also helped bring the driver ‘into the room’, identifying areas where driver interpretation of campaign messaging differed versus desired, helping inform a revision to messaging.