We acknowledge the Traditional Owners of this Country, paying our respects to Elders past and present. Always was, always will be.

Helping keep our skies safe — Carbon Creative

Drone safety

Civil Aviation Safety Authority

Helping
keep our
skies safe

Helping keep our skies safe

Civil Aviation Safety Authority

They may not be delivering pizza to us just yet, but there are an increasing number of aviation enthusiasts flying drones in our skies. As such, the Civil Aviation Safety Authority (CASA) want Australians to get familiar with the rules and regulations, so that we can all help keep the fun in flying.

The brief

The number of Australians flying recreational drones is on the rise. To help keep the skies safe and enjoyable for everyone, CASA commissioned Carbon to develop an ad campaign to increase awareness about drone safety rules and regulations.

The good

Learning rules and regulations is obviously important, but not what most people would consider ‘fun’. Our approach, therefore, was to make learning about drone safety rules and regulations less of a chore and more of a challenge by creating a fun and interactive True or False online quiz to test people’s knowledge. This was matched with an educational-but-entertaining animation and television commercial that helped to inform and pique people’s interest.

The impact

Know Your Drone has been successfully rolled out in two phases, with a third phase soon to begin. Post campaign research has confirmed high recall amongst our target group, with 54% of drone owners and 35% of intended drone owners recognising the campaign. Engagement was also strong with 73% (680,000 clicks) of drone owners visiting the Know Your Drone website to look up the rules or take the safety quiz with general awareness of rules and regulations recorded at 66%. Importantly, 7 in 10 drone owners agreed CASA are a trusted authority administering drone safety in Australia.

This provided a simple yet effective
1-on-1 in drone rules and regulations.

This provided a simple yet effective
1-on-1 in drone rules and regulations.

A convenient way to test your knowledge or brush up on drone rules.

digital
A simple game of True or False was designed to entice drone users to play and test their knowledge.

photography
Captured from in the air and on the ground, photography showed everyday drone users having fun taking safely to the skies.

photography
Captured from in the air and on the ground, photography showed everyday drone users having fun taking safely to the skies.

collateral
A range of eye-catching collateral was designed to entice drone users to find out more.

collateral
A range of eye-catching collateral was designed to entice drone users to find out more.

Carbon Creative was started in 2006 by proud Birri and Guugu Yimidhirr man, Wayne Denning. We believe in lots of things — diversity, equity, inclusion and impact to name just a few — but most of all we believe in the power of ideas to do good.

We acknowledge the Traditional Owners of the land on which we work, the Yuggera and Turrbal people of Meanjin, and all First Peoples across this land. We celebrate their enduring connection to land, sea and sky and honour their wisdom, paying our respects to Elders past and present. Always Was, Always Will Be.

As part of the B Corp community we're committed to 'benefit for all'. That means having purpose beyond profit, and being held to a globally recognised standard of social and environmental performance, accountability and transparency.

Contact

p. +61 7 3136 2524

e. [email protected]

Carbon Creative © 2024
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