RoadSafetyAdvisoryCouncil
Brocode
Drink drivers are a major cause of death on Tasmanian roads. Men aged 17-25 make up 25% of them. These men know drink driving is wrong. But many live in rural areas and don’t have access to Uber, and taxis are expensive - so sometimes they find themselves caught out.
The
BRIEF
Due to low police presence, we needed a community-led way to get young men to make a plan and get home safe.
Just one problem. Males aged 17-25 don’t like being told what to do. Especially by the government.
The
IDEA
We used the Bro Code guys already know (a set of rules young men live by) and expanded on it to create a universal language for friends, family, and establishments alike to encourage young men to have each others' backs and get each other home safely.
We cast a group of real mates, with Ella Watkins, Young Australian of the Year nominee and Tassie local, at the centre.
The idea was integrated across all channels to educate young men on the rules, help them plan ways to get home safe and, in a first for Tasmania, encouraged venues to participate by displaying stickers to show drinkers that
they can be sought out to provide options to get home that don’t involve driving. We even developed a gamified Snapchat Lens to help mates pick their designated driver.
The
RESULTS
100,000 PLAYED
In only a few weeks, the Snapchat game has been played over 100,000 times by young people in Tasmania.
The
IDEA
We used the Bro Code guys already know (a set of rules young men live by) and expanded on it to create a universal language for friends, family, and establishments alike to encourage young men to have each others' backs and get each other home safely.
We cast a group of real mates, with Ella Watkins, Young Australian of the Year nominee and Tassie local, at the centre.
The idea was integrated across all channels to educate young men on the rules, help them plan ways to get home safe and, in a first for Tasmania, encouraged venues to participate by displaying stickers to show drinkers that
they can be sought out to provide options to get home that don’t involve driving. We even developed a gamified Snapchat Lens to help mates pick their designated driver.
The
RESULTS
100,000 PLAYED
In only a few weeks, the Snapchat game has been played over 100,000 times by young people in Tasmania.
