Crash Course Pitch

Victoria Police advised the RMIT Marketing Communications cohort of a creative brief having to do with illegal e-bike and e-scooter use in the Moonee Valley region. Preliminary stages involved quantitative research based on supplied materials, and a formal briefing from the acting sergeant at Moonee Valley Police Station.

It was gathered from this briefing that dangerous and illegal e-bike use, despite being low on the spectrum of criminality, was becoming a large burden on the Moonee Valley community. Children aged 14 to 17 were revealed to be the main offenders; however, messaging needed to target the parents responsible for purchasing these dangerously powerful electric bikes for their children.

Out of 115 groups, the 'Crash Course' campaign plan that myself and a partner put together was one of 7 selected to pitch directly to a panel of officers at the Victoria Police Centre on Spencer Street. This involved condensing the information into an engaging 5 minute presentation and delivering a pitch that was clear and convincing. Despite a tight turnaround period, the feedback received was overwhelmingly positive, which was rewarding given the real-world context of the project.