Groundbreaking Campaign Shatters Drink-Driving Myths
Victoria’s Transport Accident Commission (TAC), in collaboration with Clemenger BBDO, has launched a thought-provoking campaign titled ‘Drink Driving: Stop Kidding Yourself’. This initiative boldly confronts common misconceptions about drink driving, aiming to disentangle the act of drinking from the responsibility of driving.
Alarming Statistics Prompt Action
Recent insights have shed light on a worrying trend: more than 40% of Victorian drivers admit to driving after consuming alcohol, despite the stark reality that one in five fatalities on the state’s roads involve drivers with a Blood Alcohol Concentration (BAC) at or above the 0.05 limit. These statistics underscore the critical need for a campaign like ‘Drink Driving: Stop Kidding Yourself’.
Multimedia Approach to Reach Diverse Audiences
The campaign, with its extensive reach across television, online videos, cinemas, outdoor advertising, social media, digital platforms, and radio, is designed to resonate with all Victorian drivers. However, it specifically targets male drivers, who statistically represent a higher risk in drink driving incidents.
Debunking Myths Through Engaging Narratives
At the heart of the campaign is a compelling hero film. It features a confident, 30-something male who, speaking directly to the camera, lists his self-imposed rules to stay under the BAC limit. As the narrative unfolds, it becomes clear that these ‘rules’ are mere myths, highlighting the campaign’s core message.
Leadership Voices Advocating Change
Tracey Slatter, CEO of TAC, emphasizes the campaign’s timeliness, especially with the approach of summer and the festive season. She asserts, “As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix. We want to embrace a culture where driving after drinking any alcohol is not considered normal.”
Richard Williams, Executive Creative Director at Clemenger BBDO, reinforces this stance, stating, “This campaign is about changing an ingrained community behavior. It’s about debunking myths, and most importantly it’s about reminding drivers that there is no grey area – if you drink, don’t drive.”
Campaign Timeline and Availability
The first phase of the ‘Drink Driving: Stop Kidding Yourself’ campaign kicks off on December 4 and will continue until January 31, 2024.