SA Police Launch Anti-Cocaine Driving Campaign with SAUCE. The Creative Agency

It's The End of The Line as new anti-cocaine driving campaign from SA Police warns of the consequences of driving under the influence

A powerful new campaign for SAPOL via SAUCE. The Creative Agency has launched this week to announce that drivers under the influence of cocaine can now be tested and penalised by South Australia Police.

The campaign is a timely one, with cocaine use becoming more prevalent amongst younger demographics during a night out. The impact of this is reflected on the state’s road toll, with eight deaths and 76 life-changing injuries so far this year attributed to driving under the influence of drugs.

“Previously, Police drug driving tests couldn’t detect cocaine, so drivers have been on our roads under the influence and impaired, but unable to be tested,”

said SAUCE Managing Director, Tom Ootes.

The campaign’s TVC is a linear narrative of a group of friends on a night out fuelled by cocaine. Their night takes a surprise turn when they discover cocaine can now be detected in police roadside drug tests.

“It was important to accurately portray the group of friends using cocaine without leaning into the easily recognisable tropes that demonstrate drug use as ‘fun’”,

said Michael Gagliardi, Co-Creative Director at SAUCE.

“We found a solution in an approach that shows the perspectives of other people – with our antagonists appearing arrogant, obnoxious, overconfident and bordering on aggressive.”

An extension of last year’s Reality Hits Hard campaign, which focussed on Cannabis and Meth impaired drivers, the new creative includes simple but impactful online video, outdoor and radio, all demonstrating the consequences of being caught while driving under the influence of cocaine.

“Although essentially a public service announcement, we wanted to authentically reflect the behaviour and mannerisms of cocaine users, so that the message would hit almost as hard as testing positive,”

said David Ormston, Co-Creative Director at SAUCE.

The campaign will roll out across TV, BVOD, Radio, Outdoor, Digital and Social channels.

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Credits

Client:

South Australian Police via Government Advertising & Insights Hub

Road Safety Campaign Manager - Richard Blackwell

Senior Advertising Campaign Officer - Elke Brintrup Krueger

Creative:

SAUCE. The Creative Agency