Victorian Transport Accident Commission calls to separate drinking and driving, via Clemenger BBDO
Victoria’s Transport Accident Commission (TAC) has today launched a new campaign, via Clemenger BBDO, reminding drivers about the consequences of drink driving, hoping to “embrace a culture where driving after drinking is not considered normal”.
‘Drink Driving: Stop Kidding Yourself’ aims to challenge myths associated with drink driving, encouraging drivers to separate the two on every occasion.
It comes after TAC’s insights revealed more than four in ten Victorian drivers say they will hit the road after drinking, while one in five drivers killed on the state’s roads have a blood alcohol concentration on or higher than 0.05 – the legal limit.
“As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix,” said Tracey Slatter, CEO of TAC.
“We want to embrace a culture where driving after drinking any alcohol is not considered normal.
“Many people think they can manage their blood alcohol level by following a set of vague rules handed down through generations, but the only way to avoid the risk entirely is to completely separate drinking and driving.” she added.
The spot champions a 30-something year old male, speaking directly to camera as he lists tricks to staying below 0.05. As he goes on, we start to realise these tips are nothing but myths.
Clemenger BBDO ECD, Richard Williams, said: “This campaign is about changing an ingrained community behaviour.
“It’s about debunking myths, and most importantly it’s about reminding drivers that there is no grey area – if you drink, don’t drive.”
The campaign will run until the end of January across TV, online video, OOH, cinema, social, digital and radio.
Credits:
Client: TAC
Senior manager, marketing and partnerships: John Thompson
Team leader, marketing and communications: Liz Jones
Campaign manager, marketing: Nardia Brancatisano
Campaign co-ordinator, marketing: Michaela Clayton
Agency: Clemenger BBDO
Executive creative director: Richard Williams
Senior copywriter: Tom Vizard
Junior art director: Nathan Va
Junior copywriter: Ben Hall
National traffic manager: Karen Kushinsky
Strategy partner: Mike Ronkoske
Planning director: Leigh Arbon
Managing partner: Jason Melhuish
Senior business director: James Kerr
Senior business manager: Elyse Paone
Business manager: Tom von Stieglitz
Production director: Lisa Moro
Producer: Amalia Makris
Senior editor: Jennifer Cahir
Digital executive director: Claire Bisset
Lead digital designer: Justin Tumilaar
Head of studio: Matt Gauci
Finished artist: Sam Tsui
Production:
Production company: EXIT Films
Director: Glendyn Ivin
Executive producer: Leah Churchill-Brown
Producer: Alice Grant
DOP: Sam Chiplin
Casting director: Megan D’Arcy (Nick Hamon Casting)
Production designer: Leah Popple
Post production house: The Editors
Post production producer: Charlotte Griffiths
Offline editor: Jack Hutchings
Colourist: Trish Cahill
Online artist: Eugene Richards
Sound house: SqueakE Clean Studios
Sound engineer: Paul LeCouteur
Media: OMD
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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
Campaign
Clemenger BBDO
drink driving
Richard Williams
TAC
Tracey Slatter
Transport Accident Commission
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