Ogilvy flips strategy for drink driving campaign

RBT Plan BOgilvy has unveiled the first campaign for newly formed government agency, Transport for NSW.

The work aims to create behavioural change by combining a positive prevention message with reinforcement of the risks of drink driving.

Previous work focused on the consequences of drink driving whereas this campaign uses positive reinforcement.

The campaign primarily targets young men aged 17-25. The communication strategy was developed after research by the Centre for Road Safety showed many instances of drink driving occur after drinkers have driven to a venue without planning how to get home.

Andrew Baxter, CEO of Ogilvy Australia said in a press release: “Our solution was to dramatise the exhaustive list of ways young people can get home rather than choosing to drink drive, hence the tagline “RBT means you need a plan B”. We have shot a multitude of ‘Plan B’ scenarios – some legitimate, some wildly fictitious – which will unfold over time to maximise engagement and keep the campaign fresh. This is a major campaign which we anticipate will run for many years.”

Ogilvy created the previous “Paranoia” campaign which ran for six years.
The campaign extends across TV, cinema, outdoor, in-venue advertising with a strong digital component.


ECD – Brett Howlett
CD – Russell Smyth
Head of Art – Michel Raso
Snr Writer – Dom McCormack
Snr Art Director – Liam Hillier
National Planning Director – Mark Sareff
Planner – Pippa Kulmar
General Manager – Richard Carr
Snr Account Manager – Jed McMillan


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