Just Over/Grow Up

Campaign overview

In 2015/16, 'anti-drink driving education’ focused on:
  • if you drink and drive you’re more likely to be involved in a crash;
  • if you drink and drive you will be caught;
  • that even if you ‘think’ you’re ok to drive, you might not be;
  • increasing unacceptability of drink driving in the community.

Advertising

Campaign evaluation

Summary of results

  • 73% overall awareness (combined)
  • 82% awareness - men aged 17-39 (target group)
  • Compared to 2015’s You Deserve It and Just Over, Grow Up shows higher ratings of attention, originality, memorability, uniqueness.
  • Understanding was very good. Message takeout was consistent with the intended communications of both campaigns. 

Just Over campaign

  • Rated highly for believability, clarity and raising the importance of not drink driving.
  • Two thirds of respondents thought it effective in deterring people from drink driving.
  • 1 in 2 respondents indicated they are less likely to drive near or over the legal BAL.

Grow up campaign

  • Respondents who have ever driven near or on the BAL limit were more likely to find it relatable and relevant .
  • Two thirds of respondents thought it effective in deterring people from drink driving.
  • More than half of respondents indicated a positive shift in their own drink driving behaviour.
  • The creative was well executed compared with other RSC campaigns. It rated highly for its originality and uniqueness. As a result of this, the campaign has the potential to transfer to good memorability and gaining the audiences.