Real mates

ROAD SAFETY ADVISORY COUNCIL

Rea mates

Young Tasmanian males aged 17 – 25 are six times more at risk of being a serious road casualty than the rest of the population. They don’t listen to authority. They don’t listen to reason. And they claim they don’t pay much attention to advertising.

The strategy was simple: talk to them through the people they trust most – their mates. The campaign has evolved over a five-year period, as Real Mates 1, 2, 3, 4 and 5. Real Mates 1 kicked off with a humorous tone, stating that the one thing you don’t let your mate get away with is drink driving. Real Mates 2 developed new scenarios. Real Mates 3 and 4 evolved the idea by providing inspiration on how to stop mates drink driving. Real Mates 5 focuses on the Real Mate as the hero, empowering our target audience to take action.

The results have been overwhelmingly positive and achieved a very high recall of 90% amongst the intended target group.

Verbatim responses included:

“Just different from a lot of other ads.”

“The comedy caught my attention and then hit me with a message.”

“I took notice of it more than fear campaigns.”

Don’t be a Goose

ROAD SAFETY ADVISORY COUNCIL

Don’t be a Goose

Inattention or distraction is a contributing factor in Tasmanian road accidents, and mobile phones are one of the biggest sources of distraction. We had to convince Tassie drivers to put their phones down when they’re behind the wheel.

Rather than create a campaign that simply told drivers what to do, we opted to educate them through entertainment – with a bit of help from our favourite migratory waterfowl. By using real footage, animation and a bit of humour (along with some help from internationally acclaimed comedian, Sam Simmons), we created the ‘Don’t Be A Goose’ campaign. It ran across TV, print, outdoor and online.

Research conducted in 2017 showed that nearly 40% of respondents said the campaign had changed their attitude to driving with distractions, with 10% reporting a significant change. Our goose is still proving to be a hit with audiences as the campaign rolls on into 2018.

Speeding Shatters Lives

ROAD SAFETY ADVISORY COUNCIL

Speeding Shatters Lives

Research found that the consequences of speeding were largely misunderstood. Speeding wasn’t seen as unacceptable driving behavior ­– driving a little over the limit was seen as ok. We needed to shift this attitude by communicating a clear message paired with unforgettable imagery.

We went inside the human body and showed the damage that speeding can do. We smashed limbs and snapped spines. We wrapped a newspaper in an x-ray. We placed the message on highways. And in digital news channels. And we enlisted the help of Tasmania Police and the newspapers.

The community impact was immediate. Tasmania Police reinforced the message through social media, and it was a major topic in the Mercury’s ‘Talking Point’ on several occasions. The brand and tagline featured in multiple articles – both online and in print – as a way to link the campaign message to the topics covered in such articles.

WHAT THEY SAID

“The human body is fragile and breaks. Speeding is one of the major causes of death and injury on Tasmania’s roads. This campaign is a powerful demonstration of the consequences of speeding.”

Neil Spark
Road Safety Advisory Council Marketing Manager

Enforcement

ROAD SAFETY ADVISORY COUNCIL

Enforcement

During the summer holiday period, there are more drivers on the road than at any other time of year — and many of them are on their way to or from festivities.

To prevent accidents at this busy time of year, Tasmania Police increase their presence on the roads.

Our challenge was to inform the driving public of this increased presence, and to convince them that it was a compelling reason to drive safely.

Rather than using authoritative, finger-wagging messages that told drivers what to do, we created an infectious, unforgettable earworm of a campaign that simply informed Tasmanians that the police would be out in force.

We did it by rewriting the lyrics to ‘I’ve Been Everywhere’ to incorporate Tasmanian place names, and setting this song against footage of police conducting their work all over the state. Press and online ads used the same imagery and messaging to support the TVC. By showing rather than telling—in a memorable, convincing way—we helped Tasmanians decide to drive safely in a way that was more effective than ever before.

There were no fatalities on Tasmanian roads over the 2017/18 Christmas period, when the campaign went live.