Saving Lives Together

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. 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.

 

Acknowledgement of Country

The Government of Western Australia acknowledges the traditional custodians throughout Western Australia and their continuing connection to the land, waters and community.
We pay our respects to all members of the Aboriginal communities and their cultures; and to Elders both past and present.

The Road Safety Commission is a portfolio within WA Police Force. It reports to the Minister for Road Safety, Hon. Michelle Roberts MLA.