Know The Bro Code

Road Safety Advisory Council

Young guys between 18–25 have the highest rates of drink-driving related fatalities in Tasmania. They're also the group mostly likely not to listen to fear-based messaging from the government. So how do we get them to listen, do the right thing and not pick up the car keys after they've had a few drinks?

This is where The Bro Code comes in.

We already know that The Bro Code is a set of unspoken rules that guys abide by. In this integrated campaign we've added a few more rules—specifically around making sure everyone has a plan to get home, or find somewhere safe to crash after drinks.

We even partnered with SnapChat to create a game to help bro's decide the designated driver for their next night out.