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Drink Drive

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Mobile RBT. You won't know where. You won't know when.

Did you know that you're five times more likely to get caught drink driving by mobile RBT (mobile random breath testing) than at a static RBT station on the side of road?

Our research has shown that getting caught is one of the most feared consequences of drink driving, yet many people are not as aware of mobile RBT.

Approximately one quarter of road users said that having a greater knowledge of mobile RBT and the possibility of getting caught anywhere, at any time, would make them less likely to drink drive.

Campaign message

The mobile RBT campaign plays upon the paranoid state of drink drivers who are worried about getting caught.

It uses the tagline "Mobile RBT. You won't know where. You won't know when" to increase drivers' perception that they can be pulled over by any police officer and breath tested at anytime.

The song 'Better get a lawyer' by the Cruel Sea is used in the television and radio commercials to reinforce the message that there are serious legal consequences if you are caught drink driving.

The campaign is targeted at 16-39 year old South Australians, particularly males. Males are four times more likely than females to be caught driving over the legal BAC limit.

Campaign elements

The campaign components include television, radio, online, bus sides, bathroom posters and urinal stickers. Extra advertising will feature at major SA events.

Did you know that driving under the influence of alcohol or drugs can cost you more than you think? Learn more.

Television

TV Commercial

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Mobile RBT. You won't know where. You won't know when. Rated G (General).

Radio

General

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General Drink Drive advertisement aired on local radio.

Metro

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Drink Drive advertisement aired on metropolitan radio.

Regional

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Drink Drive advertisement aired on regional radio.

Print

Bathroom poster

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A3 poster featuring Catch You Later - Mobile RBT message.

Beer cups

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Catch You Later - Mobile RBT message printed on plastic beer cups.

Bus sides

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Catch You Later - Mobile RBT message appearing on Adelaide Metro buses.

Urinal stickers

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Heat sensing sticker with hidden Mobile RBT message.