Department of Police —
get through the night
without a fight
Talking to Tasmanian 18–30 year olds is tough. So when DPEM wanted to educate Tassie’s youth about the dangers of alcohol-fuelled violence, we knew that traditional methods wouldn’t work.
Reprimanding and saying ‘no’ to this target simply turns them off. The Good Mates Guide is about friends encouraging each other to do the right thing, and using peer pressure in a positive way. It offers commonsense, practical advice without the heavy hand of authority, empowering the target to change their behaviour when out for the night.
Real-world
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Digital
Television
Outdoor
Tasmania Advertising & Design Awards (TADA) 2012
“Integrated Campaign” Best of Show
“Print Campaign” Gold Award
“Screen Community Service and Charity” Gold Award
“Digital Mobile Application” Gold Award
“Digital Social Media” Gold Award
“Integrated Campaign” Gold Award
“Ambient” – Gold Award
AMI Tasmanian Awards 2012
“Social Marketing” WINNER