Advertising campaigns

Overview

The new Plan B campaign, which launched on 19 August, is about making positive choices to getting home safely after a night out and highlighting that driving is not an option. It presents practical options to avoid drink driving, but takes a humorous and positive approach designed to engage the community in a conversation about making alternative arrangements to get home when they go out drinking.

The campaign works in combination with police enforcement by emphasising that mobile Random Breath Testing (RBT) operations can happen anytime, anywhere.

Links to the 'Plan B' campaign videos are at the bottom of this page.

Behavioural Issues & Facts/Figures

Drink driving is one of the biggest road safety issues on NSW roads after speeding. Last year, there were 71 people killed and 1,176 people injured in crashes involving drivers who were over the legal blood alcohol limit.

Men make up 97 per cent of drink drivers involved in fatal crashes.

Aims and Objectives

• Contribute to an overall reduction in the road toll
• Promote alternative transport options to empower drivers to make the choice not to drink and drive.
• Maintain awareness of mobile RBT police enforcement.

Target Audience

Although the Plan B campaign reaches all drivers, it is primarily directed at young males. Male drivers between 17-39 years old make up 64 per cent of drink drivers involved in fatal crashes.

Key Messages

The key message of the campaign is if you are drinking, don't drive. You need to have a Plan B to get home. Other campaign messages include:

• Plan ahead on how to get home after a night out
• Some Plan B's are smarter than others
• What's your Plan B?
• Drink and drive, you will face the consequences
• RBT means you need a Plan B

Campaign media utilised

Plan B is an integrated statewide marketing campaign. Media channels have been chosen based on the preferences of the target audience. There is a heavy emphasis on digital, cinema and free-to-air television. Online users are directed to click through to find a range of Plan B options, including 131 500 and taxi information.

These elements are supported with strong advertising on bus and taxi backs and in drinking venues, when people are making the critical decision about whether to drink and drive.

Evaluation

The effectiveness of the Plan B campaign will be measured on an ongoing basis.