Case History Database

Changing behaviour is no small feat. When that behaviour happens to be drink driving and your target audience happens to be the most change-resistant risk-takers in the state, then you really have your work cut out for you. With the launch of Transport for NSW’s ‘Terry Godmother’ campaign, not only did we see a dramatic 14% decrease in reported drink driving, and the lowest number of drink driving fatalities on-record, we also got there without saying anything new. By amplifying an audience’s own instincts rather than attacking them, this case proved that sometimes, the messenger really is the best message.

Ryan O’Connell	Chief Strategy Officer
Jenny Mak	Creative Director
Damien Pashby	Client Lead
Charlotte Campbell	Senior Account Director
Jari Kennedy	Associate Creative Director
Anthony Campagna	Associate Creative Director
Dane Smith	Behavioural Science Lead
Roslyn Bruce	Marketing Manager (Safety)	Transport for NSW
Paul Ibsen	Director, Marketing & Sponsorship	Transport for NSW
Renee Osorio	Senior Campaign Officer	Transport for NSW