Red Card

Alcohol fuelled violence was escalating, attitudes and behaviour needed to change.

Queensland’s leaders were wrestling with a persuasive social issue – balancing the communities desire to unwind with a seemingly boundless trend of nights ending in violence.

As part of a coordinated statewide effort, Safe Night Out precincts were established but this wasn’t enough. A campaign sending a clear message regarding personal standards and consequences was needed urgently.

Leveraging theories of change thinking, we targeted attitudes and beliefs to help reset attitudes.

Post campaign key metrics improved including youth engagement on the topic.