Over the last 24 years, a range of road safety strategies have focused on changing community attitudes to drink driving in order to curb the road toll. Victoria has witnessed significant success in changing consumer attitudes and behaviour, with a majority of the community now believing that drink driving is socially unacceptable. However, there is still a minority of Victorians that continue to drink and drive, regardless of the considerable risk to themselves and other road users.
Drink driving is a major contributor to fatal and serious injury collisions on Victorian roads. Around one in six (or 16% of) drivers and riders killed in Victoria in 2011 had a blood alcohol content (" BAC") level of .05 or over. Those likely to be killed with an illegal BAC are male, in their 20s or 30s and can have up to three times the legal limit. Repeat drink drivers make up 30% of all drivers caught drink driving. This campaign, Infomercial, uses a unique and very deliberate creative approach to speak directly to this core target market, young men who repeatedly drink and drive.
Using the "Infomercial Sales" genre in a humorous way, this campaign aims to break through the media clutter by using online and social media platforms, engaging and challenging young drivers misconceived beliefs around the legal consequences of drink driving.
To find out more visit http://www.boozebusted.com
Transport Accident Commission Victoria. http://www.tac.vic.gov.au
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