Putting the THINK! message where young male drivers already are.
Young male drivers, pub-goers
Drug driving is concentrated in one narrow audience: young men on a night out. THINK! needed to reach them in the venue where the decision to drive gets made, not through channels they already tune out.
An audience resistant to safety messaging
Around 90% of drivers impaired by drugs in collisions are male, and four in ten are aged 17 to 30, but this audience is famously resistant to safety messaging delivered through mass channels like TV or outdoor. Reaching them requires precision, not scale.
Where the evening’s decisions get made
Pub washroom panels deliver near-total demographic accuracy: only men see the message, in the exact venue and time window where the evening’s decisions are being made, a targeting logic no digital platform can fully replicate, at a fraction of broadcast media cost.
