Coca4 Compass Task

My initial compass for class.
I found this was a great task for getting me refreshed about my major project; reflecting on what I have achieved and what I hope to accomplish this semester.

My feedback from the group was that I need to really push the 'Why?' part of the compass - what is the importance of this project/why should NZ care etc.

A Road Safety Campaign For Equine Road Users


What matters most?
- Capture the attention of urban-dwelling motorists in a refreshing and compelling way that shifts their attitudes and influences them to behave in safer ways around equine road users.
- Educate to reduce ignorance and increase empathy.
- Applying illustration and communication techniques to show motorists how horses think and react, revealing the consequences of unsafe actions.

Who is involved?
- Audience = Urban-dwelling motorists
- Potential Stakeholders = NZTA & NZ Police

What is happening now?/Why?
- Urban boundaries are rapidly expanding plus more urban-minded people are moving into rural areas so the need for this education is becoming more important.
- Most people do not realise that this is an issue in NZ, I want to draw attention to this unheard voice.
- Because this is not seen as a problem, the NZTA are not collecting statistics about how many equine road users are involved in road accidents, which in turn feeds into why people do not realise this is a problem! Recent news articles and my own primary research highlight how many accidents and near misses equine road users have actually experienced on public NZ roads. The immediate effects and also the knock-on effects of these accidents should concern NZ.

What could be achieved?
- Getting urban-dwelling motorists engaged in an issue they may not have realised involves them thereby raising more awareness and getting more representation for equine road user safety in NZ.
- Gaining this representation and awareness through a transmedia, social media campaign, hopefully with the support of stakeholders and horse communities in NZ.