CHANGING behaviour

Department of Justice
Department of Justice
The Problem

The Department of Justice put out a tender for creative agencies to pitch on a new public awareness campaign, hoping to educate 25-­39 year old males in regional areas about the dangers of drinking and swimming.

Our Approach

Of the numerous pitches received from a number of agencies, two of the shortlisted concepts were from Loud&Clear – we took a unique approach to the idea of public safety education, all too aware of how stale Government safety messages can often be, especially to the demographic in question. Our proposal featured a mixture of humour and pathos, and tapped into the typical “Aussie bloke” mindset across a series of web ads, radio ads, and targeted digital advertisements.

Our pitch was successful, and after some intensive focus groups to further hone the material, Loud&Clear oversaw the entire production, taking a cast and crew of 20 people out to Coldstream, Victoria for the shoot. The finished “Don’t Drink and Drown” campaign ran from December 2014 to March 2015, and saw targeted advertising on Facebook, YouTube, Spotify, Pandora, as well as metro and regional radio stations.

The quality of the finished video, and its ensuing virality, have prompted the Department of Justice to look at reusing the ad in a statewide television release next summer.

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