Drink drive, welcome to the worst 10 year hangover.
Drink Driving is a road safety priority for South Australia and the Motor Accident Commission.
Throughout the years there’s been cultural change surrounding the behavioural issue of drink driving. The change is reflected in statistics, with a declining rate of detections and a substantial reduction in fatal crashes. The positive change in drink driving behaviour can be attributed to ongoing education and enforcement.
Despite the behavioural change, in 2016 the detection rate still represented almost 5000 drivers being caught driving with an illegal BAC. Additionally, alcohol was implicated in 9 fatalities, 38 serious injuries. To combat the issue of drink driving MAC has created a new campaign with a fresh approach to the drink driving message.
The campaign aims to target non-habitual and reformed drink drivers in order to stem the undesired behaviour and reinforce the desired behaviour.
Since 2008, MAC has conducted attitudinal research with South Australian drivers who admit to drink driving. Participants are selected based on crash and enforcement data that identifies the demographics most likely to drink and drive. MAC used this data to create the ‘Drink Drive, welcome to the worst 10 year hangover’ campaign.
The campaign is reaching South Australians with TV, radio, outdoor and digital advertising. The concept leverages the longer term consequences of a drink driving conviction that can impact job, travel and community opportunities long after the initial infraction.