The Time to sweat state-wide community education campaign is aimed both males and females, aged under 40.
Campaign premise: A common effect of illicit drug use is increased sweating, particularly for users of ecstasy and meth. Sweating is also a very relatable expression for the fear when a person is about to be caught doing something illegal. This campaign plays on both these definitions.
Campaign aim: To establish awareness and understanding of new and increased penalties legislation and the effective date of 1 July 2021; while reinforcing the intent of protecting all road users from impaired (drug and drink) drivers.
It utilises a multi-media approach across television, radio, digital, and out-of-home advertising.
Time to Sweat
Television/Digital Video
Digital - Social Media
