Drink Driving Campaign 2005-2006

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Campaign – watch
Television

Twin Guys (1.8 mb)

Twin Girls (1.8 mb)

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PG = Parental Guidance
May be broadcast during the following hours, except during P and C programs or adjacent to P or C periods:

Campaign Background
The consumption of alcohol lowers driving performance and affects driving behaviour.

Studies have shown that as a driver’s blood alcohol concentration (BAC) level increases, so does the risk of them being involved in a crash. Every increase of 0.05 in BAC above the legal limit, doubles the risk of being involved in a casualty crash.

Drink driving remains a significant road safety issue. While the incidence of illegal BAC levels in fatally injured drivers and riders dropped from the early 1980’s, since then the incidence of drink driving among drivers/riders killed has averaged around 29 per cent. In 2004, 36 per cent of fatally injured drivers and riders had an illegal BAC level, the highest result since 1990. It was the most significant measurable factor in 2004 fatalities.

Road crashes are the biggest killer of young people aged 16 to 24 years. This is a result of many factors including higher levels of risk taking, peer pressure and inexperience behind the wheel. While some of the drivers in this age range are novice drivers (L or P drivers) and hence have a zero BAC legal limit, overall young drivers, aged 16 to 24 and those in the next age bracket - 25 to 39 - have the greatest incidence of high level drink driving: 35 per cent of drivers killed with a BAC level above 0.05 are aged 16 to 24.

Drink driving is also an emerging issue with older drivers. For older drivers aged 60+ there has been an 18 per cent increase in detection from 2003 to 2004. There has also been a 45 per cent increase from 2003 to 2004 of drink driving casualty crashes in this age group.

Motorcyclists are also vulnerable to drink driving, with 28 per cent of the 20 motorcyclists killed in 2004 above the 0.05 BAC limit, whilst 36 per cent of motorcycle fatalities in 2003 recorded a BAC of 0.05 or more.

From 2003 to 2004 the number of driver/rider fatalities with BAC of 0.05 or higher also increased by 62 per cent. More than half of these were 0.15 or above (well over three times the legal limit), and it is the attitude leading to this extreme behaviour that needs to be addressed.

The implementation of full time mobile random breath testing has increased detection rates. A campaign to remind road users of the risks and consequences of drinking and driving is the next logical step in ensuring road users are aware of their responsibilities.

Advertising Objectives
The objective of this campaign is to reduce the incidence of drink driving in South Australia, measured by a reduction in the number of serious casualty crashes attributed to drink driving.

This will be achieved, in part, by increasing the awareness of drivers and vehicle occupants about their responsibilities as road users and of the consequences of non-compliance in relation to drink driving.

Target Audience
Primary audiences for communication activities associated with this project include:

• Young Drivers, particularly male (16-24, 25-39 age group)
• Motorcyclists (20-39 age group)

Secondary audiences for the project include:

• Older Drivers (60+ age group)
• All South Australian road users

Timing
The scheduling of television and radio (Recording Artists Against Drink Driving) outreach coincides with specific events and integrate where practicable with SAPOL enforcement operations. Due to limited allocation of resources, some events will be supported by public relations outreach only.

Television
Sunday 11 September to Sunday 25 September 2005
Monday 1 March to Monday 13 March 2006
Sunday 2 April to Sunday 17 April 2006

Radio
Recording Artists Athletes and Actors Against Drink Driving - (12 months)

http://www.radd.net.au

Convenience Advertising
Urinal Stickers – September 2005, December 2005 and April 2006

Print
Convenience Advertising – September 2005, December 2005 and January 2006

Posters: Good Sports, Fitness Clubs, Pubs Clubs – 10 September – 8 October 2005, 11 December 2005 – 7 January 2006, 2 April 2006 – 29 April 2006

Internet
September 2005, December 2005 and January 2006

Media Strategies
The two television commercials for drink drive, Twin Guys and Twin Girls highlight the importance of the effects of alcohol and the driver’s ability to assess risk when under the influence.

Twin Guys

Twin Guys begins with a young male (aged 20-24) in a pub being offered a glass of beer from his friend, of which he refuses to take the drink as he is driving. The commercial then rewinds, to the same scenario but to a ghost twin image of the guy who is offered the drink in which the ghost twin image then accepts the drink. The television commercial then shows the differences between the reactions and behaviours between the real male (who has not had the extra drinks) and his ghost twin image (who has had the extra drinks) in the pub and once inside his car. The voice over explains that the more you drink the less able you are to assess risks and that if you’re over .05 and you need to make instant decisions, you’re in serious trouble. The driver then filters left at an intersection but brakes suddenly because of a motorcycle crossing from the right. The ghosted twin image driver fails to ensure his pathway is clear and proceeds to collide with the oncoming motorcyclist. The end tag is .05 the point of no return. Stop. Think.

Twin Girls

Twin Girls begins with a young girl (aged 20-24) in a pub being offered a glass of wine from her friend, of which she refuses to take the drink as she is driving. The commercial then rewinds, to the same scenario but to a ghost twin image of the girl who is offered the drink in which the ghost twin image then accepts the drink. The television commercial then shows the difference between the reactions and behaviours between the girl (who has not had the extra drinks) and her ghost twin image (who has had the extra drinks) in the pub and once inside her car. The voice over explains that you can still steer and things like that, but if you need to make instant decisions and you’re over .05, you’re in serious trouble. The driver turns into a side street, which has several parked cars and is dimly lit. The driver then spots a pedestrian emerging from the parked cars to cross the road. She brakes and stops, whereas the ghosted twin driver and her ghosted car proceed to collide with the pedestrian. The end tag is .05 the point of no return. Stop. Think.