RBT means you need a plan B.
It's memorable - not only because it rhymes.
Ogilvy's new campaign to tackle drink driving focusses on what you can do rather than what you can't. Clever, when your target audience is young men aged 17-25. (Every tried to tell someone in this category what to do?)
Created by Ogilvy Sydney the multi-channel campaign is the first communication from the new government agency, Transport for NSW.
“This is creative work we are particularly proud of,” said Andrew Baxter, chief executive officer, Ogilvy Australia. “Unlike previous campaigns which have focused on the consequences of drink driving, in this instance we’ve focused on an empowering approach to engage and generate behavioural change amongst the younger target audience.”
Research by the Centre for Road Safety indicated that drink driving is often opportunistic and unplanned. Drink drivers will often drive to a venue without first planning an alternate way home. So
Transport for NSW sought a two-pronged communication approach. Firstly, it aims to continue to raise perceived threat and consequences of detection (via RBT). Secondly, it instils an understanding that the choice to drink and drive is the driver's. And that every drinker has options other than driving.
“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’”, said Baxter.
“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.”
“We hope this new campaign resonates with everyone but particularly with young men, too many of whom are injured or killed by alcohol related road crashes every year,” warns Rita Harding, General Manager, Marketing and Communications, Transport for NSW. “It is behavioural change we are after.”
The new campaign will feature across multiple channels including TV, Cinema, outdoor, In-venue advertising, plus a heavy digital component.
Ogilvy was awarded the project in late 2011 following a competitive pitch against an undisclosed list of NSW government roster agencies. The agency previously created the ‘Paranoia’ campaign, which has run for the past 6 years.