TAC Drink Driving PR campaign

15
TAC Drink Driving Campaign Alison and Gazal

Transcript of TAC Drink Driving PR campaign

Page 1: TAC Drink Driving PR campaign

TAC Drink Driving CampaignAlison and Gazal

Page 2: TAC Drink Driving PR campaign

Began in 1987

VicRoads, Victoria Police and TAC

Raise awareness

Introduce enforcement

Reduce Road Tolls

Page 3: TAC Drink Driving PR campaign

Educate Raise awareness

Enforce Increased police enforcement

Eradicate Reduce intoxicated drivers

Purpose and Issues

Page 4: TAC Drink Driving PR campaign

Publics 21 – 39 years of age

52%

Males 80% of drink-drivers killed

Unsure of BAC or ‘fine to drive’

Page 5: TAC Drink Driving PR campaign

Raise awareness

Public education Attitudes and behavior

Why shouldn’t you drink and drive? Statistics, consequences

19 phase agenda Currently in phase 6

Page 6: TAC Drink Driving PR campaign

Media and Methods Television and YouTube

http://www.youtube.com/watch?v=r5hxzdwQ7HA

20 year montage video 15 million hits Positive viewer feedback worldwide TAC Senior Manager of Marketing and Road Safety

John Thompson. “powerful effect that emotive advertisements could have on attitudes to driving globally.”

Page 7: TAC Drink Driving PR campaign

MAFAD competition Idea for a short film

under 25 years old

‘your mates life is in your hands’

2013 = 11th birthday

2 finalists get $25,000 budget to produce + $5,000 prize money

Page 8: TAC Drink Driving PR campaign

Education In-school education

Media Releases, Press and brochures

Know your limits; as men can have two standard drinks in the first hour and one every hour after that, and women can have one standard drink in the first hour and one every hour after that.

Page 9: TAC Drink Driving PR campaign

Billboards and signs

Page 10: TAC Drink Driving PR campaign

Social media, Website, Radio

Word of mouth

Page 11: TAC Drink Driving PR campaign

Booze Buses and random breath tests

Page 12: TAC Drink Driving PR campaign

Aims Awareness of consequences

Public understanding of BAC limit

Public interest

Reduce drink driving related offences

Generate change

Page 13: TAC Drink Driving PR campaign

Strengths Public attention

Media interest

Clear, concise messages

Easily accessible Various mediums used

Easily responsive Specified targets

Page 14: TAC Drink Driving PR campaign

Weaknesses Difficulty in stopping drink drivers

Cannot eradicate 100% Out of TACs control

Page 15: TAC Drink Driving PR campaign

Improvements?