In partnership with OohMedia, Transport NSW and Re: Act my campaign was selected to run across NSW during the summer of 2022. The campaign focus was on driver fatigue, a very serious road safety issue. The challenge was to create an outcome that motivated behaviour change and raised awareness of fatigue as a road safety issue among 18-25-year-olds. My campaign strategy was to engage the target audience using a humorous, short and memorable message. This strong message and tagline promotes sleep and ‘reviving’ before getting in the car to drive. I also used humorous and vibrant imagery and typography that is relevant and creates a sense of relatability for the target market, rather than often-used authoritarian campaigns or scare tactics. 

My campaign promoted the importance of sleep and ‘self-care’ to the audience. I want the target market of this campaign to not get behind the wheel unless they feel ‘revived’ and well-rested. My campaign spreads the important message ‘don’t drive sleep-deprived'. 

https://www.hardedge.com.au/news/revive-before-you-drive