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:

• Transcripts of 2 TVCS: Just Over and Grow Up
• Outdoor billboard (PDF, 993 KB)
• Taxi-back signage (PDF, 430 KB)
• Bus-back signage (PDF, 311 KB)

Evaluation

Summary:

• 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.