TAC Drink Driving CampaignAlison and Gazal

Began in 1987

VicRoads, Victoria Police and TAC

Raise awareness

Introduce enforcement

Reduce Road Tolls

Educate Raise awareness

Enforce Increased police enforcement

Eradicate Reduce intoxicated drivers

Purpose and Issues

Publics 21 – 39 years of age

52%

Males 80% of drink-drivers killed

Unsure of BAC or ‘fine to drive’

Raise awareness

Public education Attitudes and behavior

Why shouldn’t you drink and drive? Statistics, consequences

19 phase agenda Currently in phase 6

Media and Methods Television and YouTube

http://www.youtube.com/watch?v=r5hxzdwQ7HA

20 year montage video 15 million hits Positive viewer feedback worldwide TAC Senior Manager of Marketing and Road Safety

John Thompson. “powerful effect that emotive advertisements could have on attitudes to driving globally.”

MAFAD competition Idea for a short film

under 25 years old

‘your mates life is in your hands’

2013 = 11th birthday

2 finalists get $25,000 budget to produce + $5,000 prize money

Education In-school education

Media Releases, Press and brochures

Know your limits; as men can have two standard drinks in the first hour and one every hour after that, and women can have one standard drink in the first hour and one every hour after that.

Billboards and signs

Social media, Website, Radio

Word of mouth

Booze Buses and random breath tests

Aims Awareness of consequences

Public understanding of BAC limit

Public interest

Reduce drink driving related offences

Generate change

Strengths Public attention

Media interest

Clear, concise messages

Easily accessible Various mediums used

Easily responsive Specified targets

Weaknesses Difficulty in stopping drink drivers

Cannot eradicate 100% Out of TACs control

Improvements?