Transport for NSW attempts to curb drink driving targeting young men in new campaign via Ogilvy
A new campaign to tackle drink driving, one of Australia’s leading social issues, launched in Sydney yesterday primarily targeting young men age 17-25 years via Ogilvy Sydney.
The multi-channel campaign is the first communication from the new government agency, Transport for NSW and focuses on positive prevention rather than enforcement-style campaigns.
Says Andrew Baxter, CEO, Ogilvy Australia: “This is creative work we are particularly proud of. 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.”
Recent research by the Centre for Road Safety indicated drink driving is often opportunistic and unplanned. Drink drivers will often drive to a venue without first planning an alternate way home.
Transport for NSW sought a two-pronged communication approach which aimed to continue to raise perceived threat and consequences of detection (via RBT) but also empower people with the belief that the decision to drink and drive is theirs alone; and they have options available to them other than choosing to drink and drive.
Says Baxter: “Our solution was to dramatise the exhaustive list of ways young people can get home rather than choosing to drink drive, hence the tagline ‘RBT means you need a plan B’. We have shot a multitude of ‘Plan B’ scenarios – some legitimate, some wildly fictitious – which will unfold over time to maximise engagement and keep the campaign fresh. This is a major campaign which we anticipate will run for many years.”
Says Rita Harding, general manager, marketing and communications, Transport for NSW: “There are many variables that influence drink-driving behaviour. We hope this new campaign resonates with everyone but particularly with young men, too many of whom are injured or killed by alcohol related road crashes every year.
“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. It is behavioural change we are after.”
The new campaign will feature across multiple channels including TV, Cinema, outdoor, 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. A campaign which has run for the past 6 years.
9 Comments
Good insight. Not so good execution. Personally, having been a dumb and drunk young man once upon a time, I doubt a cutesy little spot will convince young men not to drive at the moment when they’re similarly dumb and drunk. Humour won’t work here. The line is nice though. Just needs a better expression.
This is a confusing film. Would it not have been better to have the guy start the process of thinking of how he would get home only for it to be superseded by a better idea in the form of a Plan B?
I don’t get the logic of having a Plan B from watching this cut…
The film looks good…but the execution is muddled and flawed.
Is this finally the replacement for the Better Get A Lawyer Cruel Sea ad? If so… MASSIVE fail. I didnt understand what was going on. Made me want to drink… then drive.
Didn’t mind it, but not as awesome as the Saatchi stuff.
Short circuiting brain spot comes to mind, as well as the hallucinating driver I think Buckley did.
Nice work Ogilvy.
‘Plan B’ seemed to be a hassle.
Take out – Stick with Plan A.
This is a really confused ad. The message seems to be that taking Plan-A (Drink Driving) would be more pleasant than the many Plan-B’s available, including train, cab and bus.
Yes the walking home option is there, not til the very end mind you, but there are times when walking home is impossible. Bad planning?
Nice insight.
Terrible execution.
Goes from reality into hyperbole. I assume that’s the visual metaphor for getting drunk.
Either way, it’s confusing, not engaging and not memorable.
I stumbled on a perfect plan B which beats all of them. Is less expensive and so much more convenient. We came across a service provided by “We Drive U Survive”. so we drive our own car and organize with them to drive us home when we are don!
Brilliant.