Young men drink-driving disproportionately make up the death toll on Tasmanian roads, but typical government messages don’t cut through with this audience. So how do you change the behaviour of people who know what they’re doing is wrong, but don’t feel like they have an alternative?
The rural nature of the state of Tasmania provides a unique challenge. In some places there’s no Uber, no late night bus service, and definitely no chance of making the walk home. So rather than finger-wagging, we needed to imbed the behaviour of making a plan to get home long before the night out itself. To do this, we drew on the power of mateship.
By reimagining the well-known ‘Bro Code’ - the unofficial set of rules that govern mateship - the campaign taps into the brotherhood and camaraderie of close friendships to normalise responsible behaviour and create a culture where looking out for each other on nights out becomes second nature.
The campaign launched with a TV spot, OOH placements across the state, social media, radio, and even a Snapchat game that helps friends pick their designated driver. It’s also supported by community engagement initiatives, including partnerships with local sporting clubs and pubs.
