The ongoing campaign is primarily targeted at young men aged 17-25 years and tackles one of Australia's leading social issues. In New South Wales last year, 1,176 people were injured and 71 were killed in crashes where alcohol was a factor. Men made up 97 per cent of the drivers involved in fatal crashes; young males were also over-represented in alcohol-related crashes.
Recent research by the Centre for Road Safety in Australia found that drink driving is often opportunistic and unplanned—the result of having driven to a venue without planning for an alternate way home.
Transport for NSW sought a two-pronged communication approach, which aims not only to raise perceived threat and consequences of detection via random breath testing (RBT), but also to empower people with the belief that the decision to drink and drive is theirs alone.
“This is creative work we are particularly proud of,” said Andrew Baxter, CEO, Ogilvy Australia. “Unlike previous campaigns, which have focused on the consequences of drink driving, in this instance we’ve focused on an empowering approach to engage and generate behavioural change amongst the younger target audience.”
Ogilvy's solution was to dramatise an exhaustive list of ways young people can get home rather than choose to drink drive, hence the tagline, 'RBT means you need a plan B', said Baxter.
The TVC showcases both legitimate and slightly insane scenarios, which the agency plans to keep rolling out over time to maximise engagement and keep the campaign fresh. "This is a major campaign which we anticipate will run for many years," said Baxter.
“We will measure the campaign’s effectiveness through metrics such as self-reported reductions in drink-driving and a reduction in alcohol-related road crashes and fatalities,” said Rita Harding, general manager, marketing and communications, Transport for NSW. “It is behavioural change we are after.”
The new campaign will feature across multiple channels including TV, cinema, outdoor and in-venue advertising, plus a heavy digital component.
Ogilvy was awarded the project in late 2011 following a competitive pitch against an undisclosed list of NSW government roster agencies. The agency previously created the highly successful ‘Paranoia’ campaign developed for the NSW Government in 2006, which has run for the past six years.
Creative Credits:
ECD – Brett Howlett
CD – Russell Smyth
Head of Art – Michel Raso
Snr Writer – Dom McCormack
Snr Art Director – Liam Hillier
National Planning Director – Mark Sareff
Planner – Pippa Kulmar
General Manager – Richard Carr
Snr Account Manager – Jed McMillan
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