Transport for NSW: The 6 1/2 foot drink driving intervention

Transport for NSW, the state government's transport and roads department, launched the "Terry Godmother" campaign to reduce the number of illegal alcohol-related crashes on NSW roads as part of their 2026 Road Safety Action Plan to nudge drivers towards safer decisions and achieve zero deaths or serious injuries on-road by 2050.

Executive summary

Changing behaviour is no small feat. When that behaviour happens to be drink driving and your target audience happens to be the most change-resistant risk-takers in the state, then you really have your work cut out for you.

With the launch of Transport for NSW's 'Terry Godmother' campaign, not only did we see a dramatic 14% decrease in reported drink driving, and the lowest number of drink driving fatalities on record, we also got there without saying anything new.

By amplifying our audience's own instincts rather than attacking them, we proved that sometimes, the messenger really is the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands