Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week.
The campaign is encouraging 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.
It is a mass-media campaign for the new StreetSmarts road safety program that is underpinned by a shift in strategy from traditional fear/safety messaging to focus on driving smarter in and around people’s micro-communities.
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 Queenslandersask their friends and family for a lift rather than taking an unnecessary risk.
“Hopefully this campaign makes it an easier and more prevalent thought to nominate a #LiftLegend,” said Petie.
Transport and 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’s exciting to see this campaign come to life.
“This is our first mass media campaign developed with Publicis under the new StreetSmarts banner,” Tregenza said.
“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.”
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 campaign will run through the Christmas/New Year holiday period through to Australia Day and will reappear during other key driving risk-periods throughout the year such as ANZAC Day and Labour Day.
Campaign content will include television, cinema and radio commercials, online/digital advertising, prominent advertising in all BWS bottle shops throughout Queensland, as well as in licensed venues such as pubs/clubs.
It will also roll out across outdoor advertising, social media and online.
The Queensland Government is also teaming up with Queensland Cricket to promote the #LiftLegend message to audiences at Big Bash games this summer.
Client: Transport and Main Roads
Director of 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