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.
We also printed the bro codes on coasters, bar mats, and posters and distributed them to pubs and bars across Tasmania to remind patrons as well as staff to make a plan to get home.
We shared new bro codes across OOH and socials.
