Care Fresheners – Proactive Idea

The number of road fatalities in Queensland continues to rise, particularly among young men. The majority of these incidents occurred due to the fault of the driver who either broke the road rules, drove at high speeds, or drove under the influence of alcohol.

We needed a way to remind young men as to what they’d be leaving behind if they continued to drive recklessly. And we needed to do it at the very moment they got behind the wheel.

Smell is one of our most powerful senses. It ‘s amazing how certain scents can bring back memories that are so vivid that they can literally stop you in your tracks. Introducing 'Care Fresheners', air fresheners reminding you of things you care about so you care more about driving safely. Fragrances of moments you’d miss if you drove recklessly and crashed. These would be available for free at all petrol stations around the state.

The first round of ‘Care Fresheners’ would see the following flavours: mum’s lasagna (fresh basil), fresh kicks (new sneakers), girlfriend’s bedroom (floral perfume and fresh linen), weekend golf (fresh cut grass), pub lunch (chicken parmigiana and hot chips) and huge barrels (ocean spray).