Time With Mum

Background

The target audience was predominantly 17-29 year old males living in metro areas, a group of drivers more inclined than others to drink drive, use their mobile phones while driving and not wear their seatbelts. Research showed that they didn't see their risk-taking behaviour as a road safety issue. The threat of injury or loss of life was seen only as a distant consequence compared to losing their licence or being fined. Therefore, a film was developed based on the daily reality of what it meant to lose your licence.

Idea

The campaign followed a licence-loser being driven around by his mother. In real-time over a three-month suspension period, Nate 'Dawwg' was followed in a series of over 40 posts and 12 online videos as he lost his social life and even his front-seat status.

Results

Young and reckless drivers had been considered the 'untouchables' of road safety messaging. However, 40% of the target audience 'reconsidered their driving behaviour' after the campaign ran.

The campaign achieved 376,890 peer-to-peer tags. This unpaid naming and shaming got over a million people, including Mums, into the conversation with those 'untouchables'.

Our Thoughts

'Authenticity' has become an almost meaningless buzzword but it's the word that describes best why this campaign has worked.

It's so truthful to how it must feel as a twenty year-old to have your wings clipped. And the gradual build-up of frustration – or, rather, the gradual deflation of Nate – over the three-month period is masterfully handled. Rather than pillory Nate for being a menace, which has often been the traditional approach of this sort of state-sponsored advertising, the Road Safety Commission get us to feel sorry for the poor sod.

Using social media so cleverly has allowed them to sustain the message over time so it has been registered and absorbed.

Love it.