Like any organisation with “Authority” in its title, the RTA has a hard time getting young people to listen.

So when faced with the challenge of communicating youth road safety messages, we knew we mustn’t preach. We didn’t, we employed the one bunch of people we knew that young people would take notice of: their mates.Pimp Our Ads engages young people to create their own ads to communicate road safety messages to their peers.The best ad will feature in the RTA’s next state-wide campaign. Its creator will win a Toyota Yaris.

We created PIMPOURADS.COM, an interactive site with design tools and photos that allow even a design novice to create hard-hitting ads.A “send your ad to a friend” option allows people to challenge their mates to a “pimp off”. The viral impact is considerable.We bought blank full pages in press and “pimped” them with PIMPOURADS.COM stickers.We created recorded “live reads” played on youth radio (more credible with the audience than traditional radio spots).We dumped stickers in youth orientated retail outlets.

We sent media kits including posters, flyers and stickers to Schools, colleges and motor registries.