Advertising - Drink-driving

Youth alcohol - Four mates

Key messages

• The target audience for this campaign is young guys who drink with their mates. These guys are typically aged between 15-24 years.
• Youth drink driving is a serious road safety and public health issue in New Zealand. Each year, young drivers cause nearly half of all the alcohol-related road crashes on New Zealand roads. In 2006, they injured or killed more than 1000 people.
• Most youth drink driving crashes only involve one car so it’s often a case of mates hurting their mates.
• Mates are important to young guys. We want to establish sober driving as something that mates do to get each other home safely.
• The key message for this campaign is that taking your turn to be the sober driver is an expected part of being a good mate.
• The advertising campaign comprises four television advertisements. Each advertisement stands alone and shows one of four mates taking their turn as the sober driver.
• The campaign introduces two new taglines: Be the sober driver and take one for the team and If you can’t drive sober, take one for the team.
• The advertisement will be supported with radio, outdoor, print and other advertising.

Page created: 14 December 2007