Nova FM targets drink driving in radio campaign created by GPY&R Brisbane
Nova FM in Brisbane is targeting drink driving with a new radio campaign using low frequency sounds to alert those who cannot hear them that they are probably over the legal alcohol limit and probably should not be driving.
Created by GPY&R Brisbane, the ‘Radio Breathalyser’ draws on UK research which shows that when a person is over the legal limit, they find it harder to hear lower frequencies. The station hopes it will help reduce the death toll on the roads over the Easter weekend.
GPY&R Brisbane creative director, Brendan Greaney said: “People are switching off to traditional anti-drink driving messages. Radio Breathalyser is a fresh, tangible way to directly influence behaviour while people are driving. Anything that gets people who’ve had a few drinks to question whether they should be behind the wheel is a good thing. Well done to Nova for taking on the cause with us.”
Running across Nova Queensland from April 16, the 30 and 45 second radio ads are complemented with an online campaign and PR activity.
Nova 106.9 program director Jay Walkerden said: “We are constantly in search of ways to be innovative with our medium, and given this is such a key issue and message for our audience over the holiday period, we were eager to support the idea created by GPY&R Brisbane”.
Credits:
- Nova Agency Client Manager: Katherine Frost
- Nova Sales Director: Scott Jensen
- Nova Creative Director: Nathan Russell
- Chief Creative Officer: Ben Coulson
- Creative Director: Brendan Greaney
- Art Director: Shaun Egan
- Copywriter: Samuel Boyd
- Sound Designer: Mike Lange (Cutting Edge)
- Group Managing Director: Phil McDonald
- Agency Producer: Robyn Dodd
- Producer: Carley McConnell (Cutting Edge)
- Media: Jane Sullivan (MEC)
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