An edutainment initiative - Survival of the Phatest is an online game developed for ACC to engage with 15-24 year olds. The game’s objective was to educate young drivers about the consequences of speeding. Making the right decisions meant going into the draw to win prizes. Upon completion of the game, players also received a story board that could be forwarded onto friends. Young male drivers believe the risk of them being involved in a serious accident is low, their mates have a big influence on the way they drive.