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Queenslander’s love going to the pub in summer, so much so that it’s known as the ‘Silly Season’. But sadly, alcohol-related car-crashes increase dramatically over this time of the year. Translink’s ‘Nightlink’ service offer party goes a safe and east way to get home after a night of celebrating. To increase awareness of this service, we ran a social campaign, delivering a seriously safe, yet simple message that even a drunk person can understand to remember to plan for your journey ahead. This humorous road safety message cut through the haze and resulted in being NightLink’s most shared and successful social campaign yet.