Young men drink-driving are represented disproportionately in the death toll on Tasmanian roads. But typical government messages don’t cut through with this audience.
cummins&partners has appropriated the bro code – the unofficial set of rules that govern mateship – giving the power of peer pressure a new positive purpose by communicating that “real mates don’t let mates drink drive”.
The new campaign, Know the Bro Code, expands the Real Mates, tapping into the brotherhood and camaraderie of close friendships to normalise responsible behaviour and create a culture where looking out for each other on nights out becomes second nature.
To bring the new Bro Code to life, Tasmanian YouTube star and Young Australian of the Year nominee, Ella Watkins, and her close-knit group of mates, were given a starring role. The campaign uses her known authentic voice and influence among young Tasmanians, to embed the campaign’s anti-drink driving message in a way that resonated with her peers. Mark Bonanno, of Aunty Donna comedy fame, took the reins as director, offering a balance of light-heartedness and sincerity.
Alice Tran and Becky Worley, creative team at cummins&partners, commented, “The biggest thing for us was to build on what is already instinctual behaviour. Behind the posturing and partying there’s usually a close-knit group of mates who just want to look out for each other – and this extends beyond the friendship group too. So instead of lecturing people who already know what’s right and wrong, we wanted to imbed the habit of planning how to get home, and remind people there’s a community that have their back if they do get stuck – so whether it’s bar staff putting you in a cab, or crashing in your mates bath – there’s always an alternative to drink-driving.”
Scott Tilyard, chair of the Road Safety Advisory Council, stated, “We’ve added new rules to the Bro Code that encourage mates to help each other get home safely. A bro is anyone who follows the Bro Code and looks out for you. Your mum can be a bro, your sister can be a bro – basically anyone who’s got your back and ensures you make it home without trouble is a bro. We’re not discouraging anyone from having a good time, we’re just encouraging everyone to think ahead. In some areas of Tasmania, not everyone has access to Uber, so it’s even more important to have a plan. With this in mind, the temptation to drive after drinking is even stronger if it doesn’t feel like there’s an alternative.”
The campaign launched with a TV spot, OOH placements across the state, social media, radio, and a Snapchat game that helps friends pick their designated driver. It will also be supported by community engagement initiatives, including partnerships with local sporting clubs and pubs.
Credits:
Client: Road Safety Advisory Council Tasmania
Marketing Officer, Marketing & Communications, Road Safety branch: Amy Pennington
Manager, Marketing & Communications, Road Safety branch Yvette Stubbs
Manager, Road Safety Branch: Craig Hoey
Creative Agency: cummins&partners
Chief Creative Officer: Sean Cummins
General Manager: Katherine Chen
Head of Strategy: Tim Collier
Executive Creative Director: Brendan Willenberg
Art Director: Alice Tran
Copywriter: Rebecca Worley
Executive Producer: Steven Tortosa
Account Director: Lily O’Connell
Media Director: Johan Micheelsen
Production Company: Haven’t You Done Well Productions
Director: Mark Bonanno
