Road Safety Advisory Council
Case Studies
Remind Your Mates What’s at Stake
A reality check for young drivers.
Intro
If there’s one thing that’s for certain in this life, is that a youthful audience would sooner listen to a mate than a marketing campaign. This is why we created a marketing campaign for mates. Real mates. The kind of mates that don’t let mates drink drive.
Contribution
Strategy & Planning
Research & Development
Campaign Ideation & Execution
Copywriting
Art Direction
TVC & Cutdowns
Social Implementation
Channel Comms
Posters
Bus Backs
Production Output
Getting mates to remind mates what’s at stake.
This campaign was a way to give people’s mates the tools to have that all important conversation with their mate about what’s a stake if they decide to drink and drive. Beyond just shock advertising, this campaign spoke to real consequences that would really suck for a young person such as loss of license, fines out the wazoo, loss of freedom, bumming rides from the parentals, being at the whim of a public transport timetable, and then of course there’s life and limb at risk. Both to that of our young drivers and others that unknowingly share the roads with them. Remind a mate what’s at stake is all about having that real talk in order to make real difference.