Drink driving is a major cause of fatalities and serious injuries amongst young drivers in Australia. Young drivers are over-represented in major road crashes caused by drink driving with 888 serious incidents resulting in injury or loss of life in the last 5 years in Queensland alone. And 1 in 3 young drivers admit to still driving even when they know they’re over the 0.05 blood alcohol content (BAC) limit. To make things more difficult, young drivers are increasingly hard and expensive to reach using traditional marketing channels. We needed to find a way to influence this behaviour in a new and engaging way.
We created LAG KILLS – a world-first gaming challenge to five of Australia’s most influential gamers and Australia’s biggest esports and gaming team @ChiefsESC. The gamers needed to play their favourite games with 300ms ping – the same delay (300 milliseconds) that results from driving under the influence of alcohol. This resulted in slower reaction times while playing games like Minecraft, League of Legends and Call of Duty – and resulted in repeated ‘game overs’ or deaths.
211,941
173,525
249,658
of young drivers report they’re less likely to drive after drinking*
*Footprints Research from full 2022 post campaign analysis