Bloody effective

If you want young men to drive safely, don't
tell them they'll die, tell them them they're being shit mates.
To get this message across we launched the Blood Oath campaign, headed up by AFL managers and brothers Brad and Chris Scott – guys you do not want to let down.
More than 50 thousand people took the Blood Oath.
The campaign resulted in 2.1million interactions and won several awards for
effectiveness but most importantly helped to contribute to the lowest Victorian
annual road toll on record.