The Road to an Effective Campaign Think! Don t Drink and Drive Case Study. Richard Bookey Leo Burnett 27 th January 2009

Transcription

1 The Road to an Effective Campaign Think! Don t Drink and Drive Case Study Richard Bookey Leo Burnett 27 th January 2009

2 Aim: by 2010 to reduce road deaths & serious injuries by: 40% overall 50% for children Compared to the average for

3 Drink Drive - Crash

4 Crash campaign successfully shifted attitudes Drivers strongly agreeing that driving after drinking any alcohol at all puts other people's lives at risk : 54% - 80% Drivers strongly disagreeing it s safe to drive after 2 drinks 62% - 67% Adults strongly agreeing driving over the legal limit is dangerous 83% - 89%

5 Drink Drive Campaign Development Process Strategic Development 132 Respondents 22 Qualitative Groups Creative Development Young Men Creative Evaluation Geographical Split Expert consultation: Semiotic analysis Forensic Toxicologist

6 1. Desk Research to Identify Target Audience Those completely disagreeing that driving over the legal limit is dangerous has increased from 1% ( 05) to 6% ( 06) 10% men admit to having driven over the legal alcohol limit (2% fem) 17% men admit to driving when unsure if they re over the limit (7% fem) Younger respondents were also more likely to drive when unsure if they re over the limit 17% year olds (12% year olds, 8% over 55s) Male drivers under 30 continue to have the highest incidence of failing a breath test after being involved in a personal injury crash

7 2. A Ways In session A kick off session for the whole team to share and assimilate information: -Road Safety officer -Police officer -Client -Planner -Creative

8 3. Strategic Qualitative Research 1. The thinking at the Ways in day was captured and turned into Adcepts. Over thirty different adcepts were generated in four areas: Enforcement / criminality Social stigma Impairment Consequences of accidents Young male drivers were asked to pick the most thought provoking. A group discussion was conducted to analyse their choices.

9 Enforcement / Criminality

10 Mugger Burglar Rapist Paedophile Killer Drink Driver If you get caught drinking and driving you re no better than any other criminal Don t drink & drive.

11 Flashing blue lights in your rear view mirror. Sobering thought isn t it? The police know all the signs to spot when a driver has been drinking. Don t drink & drive.

12 Every week we ask 9000 drivers: Which bit of don t drink and drive don t you understand? Don t drink & drive.

13 What s your boss going to say when he finds out about your criminal record? A conviction for drink driving isn t a motoring offence, it s a criminal offence Don t drink & drive.

14 The world s most expensive pint. If you re caught drink driving, you could be heading for a 5000 fine and double your insurance premium. Don t drink & drive.

15 Impairment

16 Just a ¼ of a pint can slow down your re a c t i o n s. After just one drink your ability to avoid hazards is dramatically reduced. Don t drink & drive.

17 Would you be worried if you knew he d had a cheeky pint? Even one drink impairs your driving. Don t drink & drive.

18 Two pints of lager and a pack of lies. I had a burger 2½ hours ago so that will soak up the beer. I weigh 13 stone and I m used to my drink. If I don t feel drunk, it won t affect my driving. Don t drink & drive.

19 Risk taking Awareness of potential dangers Judgement of distances Reaction time Even one drink has an effect on how you drive. Don t drink & drive.

20 Social Stigma

21 You d think being convicted of drink driving would stop you drinking. For some it s quite the contrary. Mike lost his license, his car, his job, his wife, his kids his life. Don t drink & drive.

22 Want a lift home mate? If he s been drinking, he isn t a mate. Don t drink & drive.

23 She may fancy you, but she won t fancy getting into your car if you ve been drinking. Don t drink & drive.

24 Telling someone to not drink and drive won t lose you a friend. Don t drink & drive.

25 SELFISH BASTARD. You re more likely to kill someone other than yourself if you drink then drive. Don t drink & drive.

26 Consequences

27 Just one for the road? Half of all drink drivers injured in accidents are under the legal limit. Don t drink & drive.

28 If you drink and drive you deserve everything that s coming to you. She didn t though. Don t drink & drive.

29 What s your limit? Drinking to the legal limit makes it 5 times more likely you ll have a crash. Don t drink & drive.

30 The horror of identifying your beautiful daughter s body, laying crushed and dirty on a morgue slab is indescribable. Shirey Caswell Last year 560 people died in drink driving accidents. Don t drink & drive.

31 4. Exploring the Target Audience Spontaneous drinking occasions Ordinary Bloke Good Intentions

32 How Matt sees his own Drink Drive behaviour He does not think that his driving is impaired below the legal limit Matt does not see himself as the problem He s unsure what his safe limit is Rule Of Thumb: 1 Pint = Safe 3 Pints = Risky

33 How Matt sees the consequences of Drink Driving Immediate personal consequences more relevant Matt thinks it s unlikely he ll have a crash Number of possible consequences powerful new news

34 How Matt responds to Drink Drive communications Crashes easy to opt out of, less relevant to moment of decision Shock less shocking Resolved tension Need to make conversation more personal and intrusive

35 Changing the conversation to make Matt THINK! Prey upon Matt s second pint moment of doubt Fresh approach to jerk Matt our of his complacency Communicate the personal rather than the extreme consequences of Drink Driving Blair Witch, not Friday 13th

36 5. Bringing the Audience to Life for Creatives Get: Dave - might-be-just-over-the-limit-but-safe man To: Reconsider his drink driving behaviour and the risks he currently takes By: Preying upon the doubt he has when drinking, as to how much is OK and how much is too much Focus on the moment of doubt around the 2 nd pint & highlight that a drink drive conviction has the potential to ruin your life: Being caught & breathalysed by the police 12 month driving ban Criminal record Hefty fine Lifestyle changes (i.e. potential loss of job, relationships or car)

37 Moment Of Doubt

38 Platform for seasonal activity Personal Consequences Christmas Context Summer Context Creative Interest Embraced by family and friends BUT Isolated by drink drive conviction Short-term social spontaneity BUT Long-term restrictions on freedom Creative Interest There s never been a worse time to Drink Drive A Drink Drive conviction sticks with you

39 Summer 2007

40 Summer 2008

41 Christmas 2007

42 Christmas 2008

43 Evaluation KSIs: Astonishing decrease in deaths: Attitudes: Percentage of drivers who strongly agree that it is unsafe to drive after two pints went from 60% to 67% (BMRB) Percentage of young males who agree they will get caught from 57% to 75% (BMRB) Enforcement: Despite a 6% increase in breath tests over the Xmas period, there was a 20% reduction in people who were found over the limit. (ACPO)