Just over - grow up
Overview
In 2015/16, 'anti-drink driving education’ focused on:
Advertising:
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.