SA Police launch confronting anti-drug driving campaign, via Black Sheep Advertising
South Australia Police (SAPOL) is confronting drug drivers with the consequences of their actions, via a new creative campaign from Black Sheep Advertising.
The intense campaign, the fourth for SAPOL from the agency, portrays a confronting, yet realistic, look at the effects and ramifications of drug users’ choices, delivering a strong key message: that reality hits hard when you drive on drugs.
Between 2018-2022, there were 540 serious injuries and 66 lives lost on South Australian roads due to drug driving – and it is a key contributor to road trauma in the state.
The campaign is designed to break down irrational thinking that there are no consequences to drug driving – both legally and morally – with the ads aiming to reflect the paranoia drug users experience when attempting to drive.
“Research shows there is a stark difference between reality and the misconceptions of a drug driver,” said Tom Ootes, director of client services at Black Sheep Advertising.
“Methamphetamine users hold the idea that they are vigilant and highly reactive, while those using cannabis tend to think they are driving more cautiously.
“Both perceptions are wrong.”
The agency’s principal, Andrew Millar, added: “Cannabis users don’t enjoy driving when stoned. They know it affects depth perception, reaction time and judgement. While meth makes drivers aggressive, over-confident and dangerously drowsy as the high wears off.
“This is not a message for all road users,” he continued. “We want drug drivers to see themselves here, reflect on their experience and pre-load a sense of paranoia in them before they get behind the wheel.”
The campaign is rolling out across TV, digital, radio, OOH and social.
Other assets:
Credits:
Client: SA Police
Manager, media road safety: Richard Blackwell
Creative agency: Black Sheep Advertising
Executive creative director: Andrew Millar
Creative director: Jane ‘Keenie’ Keen
Director of client services: Tom Ootes
Account manager: Chris Neill
Creative: Jane Keen, Danilo Watanabe, Franwyn Botha, Calry Staszuk
Strategic consultants: John McLaren
Production company: Proetic
Producer: Erica Ockenden
Director: David Ockenden
DOP: Nick Frayne
Sound: Scott Illingworth
Post-production: Jon Holmes
Photographer: Richard Lyons
Casting: Heesom Casting
Media agency: Carat Adelaide
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Black Sheep Advertising
Campaign
drug-driving
drugs
road safety
SA Police
SAPOL
South Australia
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