The campaign
As e-mobility adoption has accelerated across Australia,
particularly among young people, a critical gap has emerged between usage and
education.
Rising injury rates and limited access to structured safety
programs highlighted an urgent need for preventative action. In light of
growing concerns, BRAKE needed to elevate its national profile to help educate
young people on the dangers of e-scooters and e-bikes.
The campaign needed to engage a broad mix of stakeholders, from
parents and educators through to corporate partners and government, ensuring
the message cut through at both a community and decision-making level.
The strategy
MediaCast developed a narrative-driven PR approach designed
to position BRAKE at the centre of the national conversation around e-mobility
safety.
The strategy focused on three key themes: the rise of
e-mobility and associated risks, the growing education gap, and BRAKE’s role as
a scalable, preventative solution.
By combining data-led insights with real-world context, we
created a story that resonated across mainstream and education media. This
approach allowed us to balance urgency with authority, reinforcing both the
scale of the issue and the need for action.
Central to the strategy was positioning BRAKE and COO, John
Duncan as a credible, national voice, supported by the program’s tangible
outcomes and expansion into new states, increasing relevance across Australia.
This narrative was grounded in timely data that highlighted
the scale and urgency of e-mobility risks. With 3.6 million Australians using
e-scooters in a single year, adoption has rapidly outpaced education, reflected
in rising injuries, including 2,000 serious cases in Queensland in 2025 alone.
Young people are disproportionately affected, with 47% of
injuries in Victoria involving children aged 10 to 14, despite age
restrictions. This framing positioned e-mobility as a growing public safety
issue and reinforced BRAKE’s role as a credible, preventative solution.
The Execution
The campaign was delivered through a targeted national media
push, anchored by a strong, data and trend led media release and proactive
outreach across broadcast, print and online channels.
We positioned spokesperson and BRAKE COO, John Duncan as the
leading voice on youth road safety, driving a strong volume of media engagement
through expert commentary and interviews.
The outcome
The campaign delivered strong national coverage, significantly increasing awareness of BRAKE and its e-Mobility program.
Coverage spanned broadcast, print, and online media, with highlights including a live in-studio interview on Channel 7’s Sunrise and Channel 9 Adelaide as well as ABC Radio National, ABC Radio Sydney and 2GB and extensive coverage across major market, and regional outlets via major radio networks.
Sydney Morning Herald, Daily Telegraph, news.com.au and Education Today were amongst the outlets that also covered the story, extending the digital reach to 45 digital outlets.
The campaign successfully elevated the conversation around e-mobility safety and reinforced the importance of preventative education at a national level, while supporting ongoing growth, stakeholder engagement, and program expansion across the country. In the weeks that followed, the Queensland Government introduced a ban on e-mobility use for children under 16, reflecting the growing national focus on the issue.