The newly relaunched Real Mates campaign is using humour, heart, and a reimagined Bro Code to tackle a serious issue: drink-driving among young men in Tasmania. Spearheaded by the Road Safety Advisory Council and cummins&partners, the campaign speaks directly to young males aged 17 to 25, who are overrepresented in alcohol-related road fatalities. Rather than lecture, it leans into the positive force of peer support, encouraging friends to plan ahead and make sure everyone gets home safe.

At the centre of the campaign is a set of practical and relatable rules that redefine what it means to be a “bro” – from being the designated driver and sticking to it, to letting a mate crash at your place or calling in a parent taxi. It’s all about mateship, loyalty, and respect, and the message is clear: real mates don’t let mates drink and drive. Especially in regional areas where transport options are limited, the campaign highlights the need to plan ahead so no one is left behind.

To bring these messages to life, the campaign features local influencer Ella Watkins and direction from comedian Mark Bonanno, helping strike the right tone for its audience – a mix of genuine concern and light-hearted honesty. Whether it’s bar staff calling a cab or a mate offering their couch, the campaign reminds young people that there’s always an alternative to getting behind the wheel drunk. The message is simple: enjoy the night, but plan for the way home.

Find more from Road Safety Advisory Council (Australia, 2024)