Phase 1: Drink Drive Initiatives Campaign

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Campaign background In July 2002 the State Government announced phase one of its road safety reform package aimed at helping achieve the nationally agreed target of 5.6 fatalities per 100 000 population by year 2010. The Phase 1: Drink Drive Initiatives Campaign was produced to ensure the community was aware of changes being introduced. The campaign focuses on communicating to the community the speeding regulatory elements that represent significant change and will impact on every road user. Enforcement of these new laws will also result in sanctions and penalties. Advertising objectives The objectives of the campaign are to:

Image provided by South Australia Police

• Provide the public with factual and accurate information about changes to the law and new penalties
• Communicate the benefits of new initiatives and encourage positive cooperation
• Highlight the risk of detection and resulting penalties for those detected

Target audience
The target audience for the campaign is:

• Motorists
• Heavy vehicle drivers
• Motorcyclists
• Vehicle passengers

Media strategies
The Phase 1: Drink Drive Initiatives campaign uses a combination of television and radio commercials and an integrated billboard advertisement. The campaign is comprised of two complimentary television advertisements;

Booze Bus
The Booze Bus television commercial will be used to inform the community that every police vehicle is now equipped with random breath testing technology (RBT). The commercial serves to reinforce the message that any driver who chooses to drink drive ‘runs the risk of being caught’. The commercial begins with a shot of what appears to be a car ignition, upon zooming out the viewer sees that the ignition is in fact that of a police motorcycle. As the police officer rides away, it becomes a realisation that in fact a motorist had just been randomly breath tested. This helps to reinforce the message that all police vehicles are fitted with RBT technology and can test blood alcohol levels on the spot.

Fill It Up
Fill It Up focuses on the penalty of automatic loss of licence for drivers convicted of a second or subsequent drink driving offence where detected with a blood alcohol level between 0.05 and 0.079.

In addition to the penalty of loss of licence, the advertisement graphically displays the devastating effects drink driving can have on road crash victims. Similar cinematography is used as in the ‘Booze Bus’ TVC in which viewers are exposed to a close up of what appears to be a bubbling glass of beer. As the camera pulls back, it becomes evident that the beer is in fact a vision of a catheter bag of a young man in hospital with various instruments assisting his breathing and bodily functions. The take-away message for the community is to think about the two possible consequences of drink driving:

• Being detected and losing your licence automatically as per above information
• Serious injury

In addition to the television commercials, radio will be used to explain possible loss of licence for drink driving offenders. Billboards will also be used to communicate the message that every police vehicle is now equipped with random breath testing (RBT) technology – Every police car is a booze bus.

Timing
Television advertising for the campaign commenced on 15 December 2003.

Campaign – watch or listen
Television

Booze Bus (TV) (843 kb)

W = General/Warning
May be broadcast at any time except during P and C programs or adjacent to P or C periods. Exercise care when placing in cartoon and other programs promoted to children or likely to attract a substantial child audience.

Fill It Up (TV) (885 kb)

W = General/Warning
May be broadcast at any time except during P and C programs or adjacent to P or C periods. Exercise care when placing in cartoon and other programs promoted to children or likely to attract a substantial child audience.

 

Radio

• Drink Drive: Think About the Impact (Radio) (480 kb)

Billboard

• Every Police Car is a Booze Bus (916 kb)

 

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