We tackled Queensland's drink driving crisis with targeted ads aimed at high-risk young men in regional areas. The campaign significantly increased awareness and reduced drink driving, ultimately saving lives.
Drink driving continues to be a major problem in Queensland with Queensland's drink driving crisis worsening post-COVID. Fatalities surged 23%, hospitalizations rose 39%, and alarmingly, 32% of young men in regional areas admit to driving over the limit. Action was critical.
Using Tactical Planner, we precision-targeted men (18-39) in regional Queensland's highest-risk postcodes. Combining 1PD government data and Experian 3PD, we delivered impactful addressable creative messaging across multiple screens to drive behavioral change.
This campaign was about saving lives, and we delivered. By driving a powerful shift in awareness and consideration among 18–39-year-old males, we increased the perceived consequences of drink driving and significantly boosted proactive avoidance of driving over the limit – up from a 57% baseline. This translates to fewer heartbroken families and more Queenslanders making it home safe.
82%
Awareness across core audience +7% increase on 75% target
83%
Of males agree it’s not worth the risk of drink driving (target: 75%)
