Planning ahead and ensuring you and your mates all get home safely after a night out is the focus of the newly revamped Real Mates campaign.
The Road Safety Advisory Council’s new campaign debuts today (FRI 27TH Sept) with a fresh new look across TV, radio and digital media platforms.
The Bro Code targets young males aged 17 to 25 years old and adds new rules around a night out to make sure the whole crew makes it home safely.
Over the last five years males aged between 17 and 25 account, on average, for around a quarter of all road users involved in crashes where alcohol is a contributory factor.
“The Bro Code is a set of unwritten rules amongst male friends and defines the principles of loyalty, respect and camaraderie,” said Mr Tilyard.
As part of this campaign, we’ve added new rules to the Bro Code that encourages mates to help each other get home safely.
“A bro is anyone who follows the Bro Code and looks out for you. Your mum can be a bro, your sister can be a bro – basically anyone who’s got your back and ensures you make it home without trouble.”
Mr Tilyard said research undertaken as part of this campaign shows that young men’s plans for the weekend start to form mid-week, often on social media. However, they’re not so organised at planning how to get home.
“We’re not discouraging anyone from having a good time, we’re just encouraging everyone to get in early and make a plan about how to get home at the end of the night.”
New rules added to the Bro Code include:
- Making a plan to get all bros home;
- Let another bro crash at yours;
- Be the designated driver and stay the DES;
- Lend cab / uber money to other Bros;
- Call on the parent taxi;
- Never leave a bro behind.
“In some areas of rural and regional Tasmania, not everyone has access to Ubers or taxis, so it’s important to have a plan how to get home – as you’ll see from this new campaign, that could be having a designated driver, another family member pick you up or arranging to stay at a mate’s house,” said Mr Tilyard.
“While we are seeing the attitudes of younger people changing, and this is reflected in some of the statistics and from research undertaken, we also know that in some situations the temptation to drive after drinking still exists, especially if they haven’t thought ahead about an alternative.”
Mr Tilyard said while this particular campaign is targeting younger male drivers, the drink driving message applies to everyone.
“Driving after drinking alcohol diminishes a person’s ability to judge speed and distance, reduces co-ordination and concentration, causing slower reactions and can impair vision and perception of obstacles.
“It can also give a false sense of confidence that leads to increased risk-taking behaviour.
“As we head into a big weekend of football, which brings with it many social gatherings involving alcohol, it’s important to heed the road safety message– if you’re planning on drinking, then plan on not driving, it’s not only your life you’re putting at risk.”