Easter Drink Driving Campaign

Home > Safer People > Issues > Alcohol & Drugs >

Campaign background
The South Australian Government has been targeting drink driving for a number of years through integrated public education and enforcement programs. The current on-going campaign has the campaign slogan ‘Drink Drive. You’ll be sorry’.

Advertising objectives
The key objectives of the planned advertising activities will be to:

• Reinforce community perceptions about the potential consequences of drink driving and the risk of being detected drink driving
• Inform the road using community about their legal obligations
• Ensure the message is clear and understandable to the target audience (see below).

Target audience
The target audience for this campaign is:

Primary
Males aged 18 –29 years

Secondary
Females aged 18 – 29 years
All other drivers and riders of all forms of motorised vehicles

Timing
Television commercials for this campaign commenced May 2003.

Media Strategies
The Moment of Decision

The television commercial called ‘The Moment of Decision’ concentrates on the devastating impact the decision to drive after drinking can have. The commercial’s key message is:

“From the moment you make the wrong decision, you risk losing your car…
Your licence….
Or even worse.

Drink drive. You’ll be sorry”.

The feature of this commercial is its ability to allow the viewer to experience the impact of an alcohol related crash by watching the car crumple in front of their eyes. The clear message here is that it’s the decision to drive that counts. The consequences of the seemingly small decision can cost the driver and the community immensely.

Campaign – watch or listen
Television

The Moment of Decision (TV) (937 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.

 

To view the media you may need Windows Media Player. If you do not have the plug-in, you can install Windows Media Player from http://www.microsoft.com/Windows/Media Player/download/default.asp to install the plug-in.