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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?