Qld Transport & Main Roads Department are reminding Australians not to drink-drive in the holiday season.
Queensland’s Transport & Main Roads Department (TMR) are targeting drink-driving over the holiday season with a new road safety campaign launching this week.
The ad encourages people to organise a #LiftLegend to make their way home.
Set to the Bette Midler classic, Wind Beneath My Wings, this is the first work for TMR by Publicis Worldwide since the agency won the business in July.
The work is underpinned by a shift in strategy from traditional fear/safety messaging, to instead focus on driving smarter in and around people’s micro-communities.
Transport & Main Roads director of community road safety Kerrie Tregenza said the new campaign uses a light-hearted approach to engage people with its serious message.
“It delivers a very serious message about drinking and driving in a way people can relate to. I encourage everyone who’s going to be enjoying a few cold beverages over summer to plan their #LiftLegend in advance. If you’re not drinking, become a lift legend yourself and enjoy the good karma," Tregenza said.
A #LiftLegend could be a friend, loved one, colleague, local bus driver or Uber driver - anyone who cares enough to get you home safe.
Publicis Worldwide executive creative director Ryan Petie said: "With drink drivers representing one quarter of the road toll last year, we wanted to tackle the issue by suggesting Queenslanders ask their friends and family for a lift rather than taking a unnecessary risk.
"Hopefully this campaign makes it an easier and more prevalent thought to nominate a #LiftLegend.”
The campaign is rolling out this week across all media channels, including TV, digital, social, radio, bottle shop media and activations at summer cricket events.
The Queensland Government is also teaming up with Queensland Cricket to promote the #LiftLegend message to audiences at Big Bash games this summer.
Credits
Client: Transport and Main Roads
Director (Community Road Safety): Kerrie Tregenza
Principal Advisor: Kris Crumpton
Agency: Publicis Worldwide
ECD: Ryan Petie
Creative Director: Lee Griffin
Creatives: Katelyn Testa, Shaun McMahon, Kale McRedmond, Anais Read
Head of Broadcast & Content: Vicki Lee
Strategy Director: Mike Redfern, Justin Cloete
Social strategist: Scott Isaac
Social Media Manager: Georgia Crawford
Producer: Ann Reilly
Business Director: Vanessa West
Project Manager: Fraser Coss
Digital Director: Alexandra Sundqvist
Production House: Two Little Indians
Director: Jonas McQuiggin
Executive Producer: James Greville
DOP: Jordan Maddocks
Editor: Christian Lyndon
Post Production: The Post Lounge
Audio Post Production: Rosco Audio
Music Licensing: The Sound Pound
