Road Safety Advisory Council

Real Mates – There's nothing you can’t say

Mates share everything. In fact, they overshare. So why aren’t young Tasmanian males talking to each other about drink driving?

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We inherited the campaign line from another agency, so of course we wanted to change it. But a heartfelt conversation with our client revealed a very personal story of the power of a ‘real mate’.

This wasn’t deployed in-free-to-air. Instead, we followed our audience in digital and social with our assets, ensuring there were no letters to the editor from people over 55.

We came up with the campaign vernacular, but only when we invited our audience into the agency did some of the more, ummm ‘dated’ terminology turn into something more appropriate for today.

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