SAPOL serves up a reality hit for drug drivers in new campaign via Black Sheep Advertising

Black Sheep Advertising has launched a new campaign for SAPOL, which aims to confront drug drivers with potential consequences of their behaviour and to pre-load paranoia of getting caught by police.

Between 2018 and 2022, 66 lives lost and 540 serious injuries on South Australian roads were the direct result of a vehicle being operated by someone who tested positive for drugs.

Clearly, Drug Driving is a key contributor to road trauma on South Australian roads.

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Says Tom Ootes, director of client services at Black Sheep Advertising: “Research shows there is a stark difference between reality and the misconceptions of a drug driver. Methamphetamine users hold the idea that they are vigilant and highly reactive, while those using cannabis tend to think they are driving more cautiously. Both perceptions are wrong.”

Says Andrew Millar, principal, Black Sheep Agency: “Cannabis users don’t enjoy driving when stoned. They know it affects depth perception, reaction time and judgement. While meth makes drivers aggressive, over-confident and dangerously drowsy as the high wears off.”

Black Sheep‘s campaign is designed to breakdown irrational thinking that there is no consequence – both legally and morally – to drug driving, and the ads reflect the paranoia drug users experience when attempting to drive. The campaign portrays a confronting yet realistic look at the effects and ramifications of drug users’ choices, and delivers a strong key message – that reality hits hard when you drive on drugs.

Says Millar: “This is not a message for all road users. We want drug drivers to see themselves here, reflect on their experience and pre-load a sense of paranoia in them before they get behind the wheel.”

This is Black Sheep’s fourth campaign for SAPOL, which includes the Effie Award nominated anti-drink-driving campaign “Selfish Prick”.

Officially launched on the 7th of March 2024, the campaign will roll out across TV, digital, radio, outdoor and social.

Client: SA Police
Manager, Media Road Safety: Richard Blackwell

Creative Agency: Black Sheep Advertising
Executive Creative Director: Andrew Millar
Creative Director: Jane ‘Keenie’ Keen
Director of Client Services: Tom Ootes
Account Manager: Chris Neill
Creative: Jane Keen, Danilo Watanabe, Franwyn Botha, Calry Staszuk
Strategic Consultants: John McLaren

Production Company: Proetic
Producer: Erica Ockenden
Director: David Ockenden
DOP: Nick Frayne
Sound: Scott Illingworth
Post-Production: Jon Holmes
Photographer: Richard Lyons
Casting: Heesom Casting
Media Agency: Carat Adelaide