When it comes to drinking and driving, traditional messages and shock tactics just donÕt cut it any more. Especially for young drivers.
So this Christmas we went a different way. We tapped into everybodyÕs innate sense of hospitality, and introduced the Mates Motel.
The idea was to encourage drinkers to plan to sleep over, and to encourage Queenslanders to offer mates a bed, couch or bean-bag for the night.
The message was communicated on TV, cinema, radio, outdoor and online, where people could even create personalised neon motel signs and share them with their mates.
Post campaign research reported ad recall of 83%. And over Christmas, police reported a 9.5% reduction in the number of people driving over the limit.