News Ogilvy flips strategy for drink driving campaign August 21, 2012 10:49 by Cathie McGinn Ogilvy 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.ADVERTISEMENT 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.CreditsECD – 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 ADVERTISEMENT