Motor Accident Commission tells South Aussie youth: ‘Lose your licence and you’re screwed’

Clemenger BBDO Adelaide has produced a campaign aimed at young drivers for the Motor Accident Commission (MAC) with the tag line “Lose your licence and you’re screwed”.

Account director Erik de Roos told Mumbrella research by the agency found shock advertising did not work with a young audience as “these kids feel so invincible, as if nothing can happen to them”.  

“We found that losing your licence and as a result, your freedom and independence, resonated with young people so much more,” he said.