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About the campaign
Know Your Drone is a national drone safety education campaign by the Civil Aviation Safety Authority (CASA). It challenges recreational drone flyers on their perceived knowledge of the safety rules, encouraging them to take a quiz to test their knowledge and find out more.
The campaign has been in market for two phases:
- Phase one: December 2019 to June 2020
- Phase two: December 2020 to March 2021
The campaign included a range of social, digital display and online video advertising.
The campaign's feature advertisement depicts two large plinths in an outdoor setting – one that says 'True' and the other 'False'. As questions about the drone safety rules are asked over a loudspeaker, drone flyers select an answer by flying their drone over the appropriate plinth.
Advertising targeted people with varied drone flying experience, including current and emerging drone operators, different age groups, Aboriginal and Torres Strait Islander people and people from culturally and linguistically diverse backgrounds such as Arabic, Vietnamese, Korean, Mandarin and Cantonese.
Phase two of the campaign included greater emphasis on the lesser known drone safety rules and awareness of CASA.
The striking creative and effective placement each play key roles in helping drive awareness and shift intention to follow the rules.
Promotion of drone safety rules continues during periods that advertising is not in market via the Know Your Drone Facebook page, monthly e-newsletter, drone safety advocate initiative, events and community engagement.