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Pittwater Council Morning After Drinking Campaign<br />
the brief<br />
Develop a drink driving campaign that<br />
specifically targets morning after<br />
drivers, raises awareness of the<br />
dangers and initiates discussion.<br />
the strategy<br />
‘15,000 drivers blew over the legal<br />
driving limit between the hours of 5am<br />
and 1pm over the past five years’*, with<br />
this in mind <strong>TD</strong> developed a suite of<br />
key visuals aimed at prompting drivers<br />
to question ‘should/can I drive today?.’<br />
<strong>TD</strong> adopted a tongue-in-cheek theme,<br />
playing on the idea of embracing the<br />
‘walk of shame.’ The positive direction<br />
was purposely used to reposition<br />
negative perceptions around this issue<br />
and give the audience the control to<br />
question their actions.<br />
*NSW Bureau of Crime Statistics and<br />
Research
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