Most rural road deaths are caused by male country drivers - but try telling a regional middle-aged Aussie he’s wrong. We uncovered two powerful insights:
1) these men tell themselves all kinds of excuses.
2) a successful message must recognise them as community heroes.
To highlight this dangerous behavior by hijacking two well-used Aussie colloquialisms…”Yeah…BUT” and “Yeah…NAH”.
We used ‘Yeah…BUT’ to hold up a mirror to dangerous driving excuses; then ‘Yeah…NAH’ to show drivers heroically rewording their thoughts behind the wheel and giving them permission to drive slower, safer, etc.
Message consideration hit an all-time high of 98%. In 2018, there were 27 fewer fatalities than the previous year and campaign recognition reached 72% in 2019 (10% higher than the research benchmark).