Advertising - Drink-driving

Trapped

Key messages

• Drink-driving remains a major cause of road crashes. It’s the second largest cause of death and injuries on NZ roads.
• Younger drivers continue to be the largest problem group when it comes to drunk driving. In particular, young males are the biggest drink driving offenders.
• Forty-five percent of all alcohol-related crashes in 2008 involved drunk drivers aged 15-24 years.
• In 2008, young drunk drivers were responsible for injuring or killing over 1000 people.
• Young drunk drivers injure or kill a substantial number of other people each year, particularly their own passengers. In 2008, they injured and killed:
  • 660 of the drink drivers themselves (28 killed)
  • 389 of their own passengers (27 killed)
  • 102 occupants of other vehicles (0 killed)
  • 16 pedestrians and cyclists (1 killed)
• The target audience for this campaign is primarily young male drivers aged 17 – 24 years, living in rural or provincial NZ.
• These guys are aware that they shouldn’t drink and drive but this awareness hasn’t yet translated into behaviour.
• Influenced by factors such as a ‘bravado’ mindset, a climate of stunt footage such as Jackass and Youtube and a sense of invincibility, youth have become complacent about safety on the road.
• Drink driving seems fairly tame in comparison; they don’t believe that they will get caught and they don’t believe that they can be hurt.
• They’re willing to take chances with drinking and driving and even equate it as fun or glamorous.
• This campaign aims to dispel these myths. Drink driving isn’t spectacular or glamorous; you can really hurt yourself or others.
• Vivid and realistic, the campaign shows that there can be real and immediate consequences when you drink drive and crash.
• The key message for this campaign is ‘when you crash, it’s going to hurt – a lot!’
• The advertisement is supported with radio and print advertising.

Page created: 22 June 2009