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| Don't drink and drive |
The many campaigns initiated by the TAC
combining mass media advertising and police enforcement have resulted in drink
driving being much more widely recognised in the community as a major road
crash risk. More drivers now realise that “if you drink then drive, you’re a
bloody idiot”.
But while real gains have been made, a
significant problem still remains. Some drivers deliberately ignore the law by
drinking excessively before taking the wheel. Others get caught up in social
situations involving drinking. They feel that although they might be "just
a little bit over" the limit, they are unlikely to constitute a risk to
others on the road. These drink drivers also believe that they will avoid
detection by police.
To challenge the false beliefs of those
drivers who think they are safe and in control when driving in the .05 to .10
range, the TAC has recently started a new phase in its overall drink driving
program - the Only a little bit over? You bloody idiot campaign.
Alcohol and road crashes
Drink driving is a major factor in Victoria
- around 25% of drivers and motorcyclists killed have a
- in the 12 months to November 2007, 59 drink drivers and riders
were killed
- during the month of December when social drinking increases, an
average of 16 drink drivers and riders were killed (2002 to 2006).
What are some of the characteristics of drink driving offenders?
Based on data from evidential breath tests
conducted by police in Victoria, drink driving offenders are:
- predominantly male (84%)
The age demographic of drink driving
offenders follows a linear pattern downwards from 21-29 onwards. In other words
the older the person the less likely they are to be caught offending.
The newly fully licensed 21-25 age group
have recorded almost 23,000 offences (almost 20%) during the period 2000-2005.
- Almost one third of drink driving offenders in
- The most common place that alcohol was consumed before people
were caught committing a drink driving offence was at home or at a friends
place. The second most common place was at a hotel or club.
The TAC's previous drink driving campaigns
The TAC became involved in mass media road
safety advertising in 1989. It launched a new series of television
advertisements in December 1989 with Girlfriend highlighting the tragic results
of drink driving. This advertisement introduced the now widely known tagline -
drink drive, bloody idiot. This was followed in September 1990 by Booze Bus, an
advertisement to support the random breath test program. Joey was launched in
November 1992 showing that death and crippling injury are a real consequence of
taking the wheel after having too much to drink.
These and other advertisements have aroused
a strong public response through their emotionally intense and often graphic
style. A summary of the major TAC advertisements targeting drink driving is
provided in Attachment A.
Enforcement has formed a key part of the
strategy to deter drink driving from the beginning of the TAC campaign. The TAC
funded the purchase of booze buses for Victoria Police random breath test
operations, and other equipment such as breath testers to streamline the
detection of offenders. The number of random breath tests performed by booze
buses rose from 521,000 in 1989 to over 1 million in 1992 and has peaked at
around 1.4 million in the last couple of years.
A significant aim of the TAC’s drink
driving advertising strategy has been to emphasise the real likelihood of being
caught after committing an offence and the severe penalties that will follow a
conviction.
The TAC’s drink drive sponsorships also
support the overall program and reinforce the message at a grass roots level
all year round. The activities generated by these sponsorships educate
Victorians on alcohol consumption and its impact on safe driving over the
longer term. In addition, partnerships with the Australian Drug Foundation and
the Good Sports Accreditation Program provide further avenues for communicating
the facts about drinking and driving.
In 1989, the year that the TAC commenced
its campaigns, 114 drivers and riders died in road crashes with an illegal
blood alcohol concentration. This figure had dropped to 59 in the 12 months to
November 2007.
Driver attitudes about drinking and driving
A study of the attitudes of drivers who are
willing to take the risk and drive near or over the BAC
limit was carried out in June 2003 (undertaken by Barry Elliott, Consulting
Psychologist). The aim of the study was to assist the TAC in the development of
its future drink driving campaigns.
Several key findings emerged:
- TAC mass media campaigns have helped convince Victorians that
drink driving can cause harm
- despite this, a sizeable proportion of drinkers take the risk
and drive at “low level” but illegal BACs
- when a drinker drives their car to a venue where alcohol will
be consumed the chances are very high that he or she will drive home even
with an illegal
- situations which result in being just over the
- drinks after work (at the workplace) or in a nearby pub, going
to a mate’s place, catching up with friends, family get togethers, sport
training and playing sport
- the most powerful legal sanction is felt to be the loss of
licence; social embarrassment and shame are also significant deterrents
for otherwise law-abiding citizens.
An important conclusion to emerge from the
study was that communication strategies need to focus on both the threat of
detection and the real life consequences of losing a licence. This has
influenced the subsequent development of the Only a little bit over? You bloody
idiot campaign initiated in 2003.
Development of the "Only a little bit over?" campaign
Many people ignore the clear dangers by
mixing alcohol and driving and continue to drive with lower, but illegal, blood
alcohol concentrations. They use the excuse that driving “only a little bit
over .05” is OK. Such behaviour is most common amongst 26 to 39 year olds
males, a group that has had several years of driving experience and should know
better.
They ignore the fact that the risk of a
crash increases many times over. The impairment in skill is also further
compounded by the fact that drink drivers are more likely to speed, less likely
to wear a seatbelt and less likely to take steps to prevent fatigue.
The key message of the only a little bit
over? Campaign therefore is - if you drink and drive over the BAC limit, you are breaking the law and endangering
the lives of innocent passengers and other road users. The campaign features
five linked phases as follows:
Phase 1 - December 2003 :
- setting the scene and the main campaign theme (emotive)
- reinforcing the message that low level drink driving is being
targeted and detection is likely (enforcement)
Phase 2 - March 2004 :
- demonstrating physical signs of impairment at low blood alcohol
levels (education)
- further reminder of the likelihood of detection (enforcement)
Phase 3 - November 2004 :
- showing the consequences of a conviction for drink driving on
the driver and beyond to family, friends and the workplace
(education/emotive)
- Reinforcing that police target drink drivers in covert
operations, and will not give any leeway to drivers at or above the limit
(enforcement).
Phase 4 - November 2005 :
- Showing that you don’t have to be drunk to be over the limit
and that you can’t judge your
Phase 5 - September 2006 :
- Demonstrating the increased levels of Police enforcement now on
Victorian roads. It also reinforces the fact that every police car is
equipped to conduct preliminary breath testing and that back streets are
being targeted. If you choose to drink and drive, it’s not a case of if
you get caught, it’s when (enforcement).
What are drink drivers thinking right now?
The TAC measures the audience reaction to
its advertising campaigns and the changing attitudes of the community to road
safety issues using independent research organisations. Sweeney Research
conducted research and continues to conduct weekly telephone interviews with a
sample of drivers in during which attitudes to various drink driving issues are
explored.
Reasons given for driving when near or over .05
People who admitted driving when they were
near or over the .05 limit were asked why they did so.
It should be noted that this group forms a
very small percentage of all drivers. A comparison of the relative importance
of the main reasons given is provided in the following table.
Reason given for driving near or over
.05
|
%
|
Just wanted to get home
|
22
|
Thought I was okay/under the limit
|
10
|
Driving is more convenient
|
9
|
I was just a little bit over
|
8
|
Only a short distance
|
8
|
To go to another place
|
6
|
Didn't want to leave the car behind
|
5
|
Need the car the next day
|
4
|
Unlikely to be caught
|
3
|
Wasn't thinking
|
3
|
I can drive okay when I'm a little bit
over
|
2
|
No taxis or public transport available
|
1
|
Don't know/no reason
|
4
|
Other reasons
|
15
|
Note: Other reasons given include being
irresponsible; my friends wanted me to drive; felt in control; needed to drive
others home; had no money; didn’t expect to be drinking; taxi costs too much.
Reasons for not driving when possibly over the limit
The main reasons given for not driving when
around or over the limit were:
- afraid of an accident and injury to oneself or others
- afraid of losing licence
- afraid of being caught.
Some key attitudes to drink driving risks
In the weekly surveys conducted by Sweeney
Research, among other issues, people are asked:
- what they think is the risk of a crash if over .05
- what they think of their chances of being caught by police if
driving over the limit.
The results show an encouraging trend in
the way drivers are thinking about the risks associated with drink driving:
In quarter 4, 2007
- one in ten (10%) admit to having driven in recent months when
they may have been over the .05
- The most likely group to drive than when they could very well
have been over .05 are males under 30 years of age.
- When asked about the likelihood of being caught if they were to
drink drive, 39% of drivers rated it as high
- Figures indicate that ‘drink drivers’ are less likely than ‘non
drink-drivers’ to rate the risk of detection as high (27% c.f. 40%).
Some questions answered
Who is the latest phase of the campaign
targeted at?
The Only a little bit over? You bloody
idiot campaign is relevant to all people who have a few drinks and then risk
getting behind the wheel because they are under the illusion of being in
control, or assuming that they will not get caught.
Many of these people also think that
driving “a little bit over” the legal BAC
level of .05 is OK. It is both illegal and unacceptable to put passengers and
other road users at risk.
While the expectation of being caught by
the police while drink driving has increased over the past three years, people
still continue to take the chance.
The campaign is particularly targeted at
male drivers and riders aged 21 to 39 who represent the majority of drivers
killed and injured on the roads as a result of drink driving.
Is drink driving on the increase?
Drink driving remains one of the biggest
killers on Victoria BAC .
In recent years there has been a welcome
decrease in the number of drivers killed with a BAC
between .05 and .10; however the numbers remain at an unacceptable level.
Unfortunately, many people continue to
believe that it is OK to drive a little bit over the legal limit.
Does this mean that earlier
communication campaigns have not worked?
There is no doubt that the TAC’s drink
drive, bloody idiot message has played an important role in educating
Victorians about the dangers of drinking and driving, and has contributed to a
culture where it is now much less socially acceptable to do so.
What many do not understand, or refuse to
admit, is that a person does not need to be drunk for alcohol to affect driving
ability.
What the TAC is now trying to achieve
through its campaigns is a reduction in “low-level” drink driving. Whilst
previous campaigns communicated educational and enforcement messages, this new
campaign also addresses the effects on one’s usual lifestyle of losing a
licence through drink driving.
How can people know what their BAC is – two people might drink the same amount but
register a different result?
People find it difficult to gauge their own
blood alcohol level as there are many factors that need to be considered such
as:
- the amount of alcohol consumed
- the period of time over which alcohol is consumed
- one’s body mass
- whether or not food has been eaten
- the person’s fitness level
- the health of the liver.
Because everyone is different, some people
would need to drink less than the suggested hourly guidelines to maintain a BAC level below the legal limit.
If there is any doubt about the BAC level, the best solution is not to drive. It is
just not worth the danger of losing a licence or causing injury or death.
The fact remains that driving with any
alcohol in the bloodstream reduces concentration, reaction time and ability to
judge distances.
Isn’t excessive drink driving the real
problem?
A person does not have to appear to be
outwardly drunk before alcohol affects their driving ability.
Driving with any alcohol in the bloodstream
means that critical abilities are reduced, which makes the driver much more
vulnerable to being involved in a crash.
Importantly, the current campaign targets
“low level” drink drivers before they graduate to higher, more risky levels of
alcohol consumption.
Why doesn’t the Government use alcohol
interlocks as a means to address the issue?
Since May 2002, Victorian courts have been
able to order anyone committing a repeat drink driver offence or driving with a
BAC reading of more than .15 to
have an alcohol interlock device fitted to their car, motorcycle or truck
ignition.
New laws for young drivers were introduced
in January 2008 as part of the Graduated Licencing System. Drink driving
offenders who are under the age of 26 will have to fit an alcohol ignition
interlock for a minimum of six months when re-licensed. In addition, any
licence suspension, drinkdriving offence with a BAC
up to 0.05, or drug driving offence, will result in an extension of the P plate
licence period for six months, plus the period of suspension.
Attachment A - The TAC Drink
Drive
Girlfriend - December 1989
This was the first TAC drink driving
advertisement and launched the drink drive, bloody idiot slogan. Set in a
hospital casualty ward, the advertisement shows a young girl arriving, having
been badly injured in a car crash - her drunk boyfriend is the driver. It gives
a snapshot of the casualty situation and the impact on the lives of those
involved.
Booze Bus - September 1990
The advertisement launched the introduction
of booze buses in Victoria BAC
of over .05.
Joey - November 1992
Shows two brothers leaving a party. One
offers to drive but his brother, who has had too much to drink, insists on
taking the wheel. He rolls the car killing his brother and seriously injuring
himself.
Glasses - September 1993
The advertisement shows the driver’s view
of the road, with empty beer glasses appearing in his line of vision. The more
glasses, the more blurred the view. The driver has an accident and his young
wife is told of the crash by the police.
Country RBT - December 1993
Shows a country driver being breathalysed
at a mobile booze bus. He is found to be over the limit, loses his licence and
is fined.
Flashback - September 1994
The advertisement features a young man
reliving the horrors of a crash to his wife. As he turns away from her we
become aware that he is in a wheelchair.
Silent Night - Christmas 1994
The scene is a Christmas party where a man
tries to convince his mates that he is fine to drive. A series of crash scenes
from previous TAC advertisements is shown to the music of Silent Night. The
advertisement closes with the line “Should you be driving home tonight?”
Prison - November 1995
Highlighting the consequences of drink
driving, the advertisement is set in a visiting room at a prison, where a young
mother brings her children to see their father. He has been sentenced for killing
a boy when driving under the influence.
Bush Telegraph - September 1996
Depicts the reliance of the “bush
telegraph” in country Victoria
Lennon’s Christmas - December 1996
Set to an evocative rendition of John
Lennon’s “And so this is Christmas”, the advertisement depicts the scene in a
busy casualty ward, with newly admitted crash victims, their families and medical
staff.
Covert - October 1997
The advertisement shows a driver being
pulled over and breathalysed by an unmarked police car. It shows that now every
police car operates as a booze bus.
1000 Booze Buses - 1997 and 1998
A range of advertisements supporting police
drink driving enforcement both with booze buses and police cars. The emphasis
is on the wide range of circumstances in which drivers may face a random breath
test.
Double Whammy - January 1998
Showing that police that carry speed lasers
also carry breathalysers. The advertisement features a businessman being pulled
over for speeding and also being breathalysed by the same police.
John and Jessica - February 1998
Set in a hospital emergency ward, the
advertisement shows the aftermath of a crash. John resists a blood test knowing
that he is over the limit. He is informed that the passenger in the other car
has died.
Waiting Game - September 1998
Opening on a celebration the advertisement
shows an older man encouraging drinking amongst his friends then getting into
his car to drive home. He is pulled over by the police almost immediately and
is booked for drink driving despite his protests.
Back Streets - September 1998
Shows a couple driving home after dinner
with friends. The woman driver is pulled over for a broken tail-light and is
breathalysed at the same time. She is found to be over the limit.
12 Days of Christmas - December 1998
Set to a child’s voice singing “The Twelve
Days of Christmas” the advertisement shows a young pregnant mother whose
husband receives a serious brain injury in a crash. He dies just before Christmas
leaving his wife alone with her children.
Pub - March 2000
Targets the typical repeat drink driver who
unlike his mates persists in driving home from the pub. He kills two
pedestrians and is jailed for culpable driving.
Stop - August 2000
Highlights police drink driving enforcement
by reminding drivers to stop and think before drinking and driving.
Never - December 2000
Shows the impact of a drink driving
fatality on those closest to the victim - both a young woman’s father (who will
never see her marry or have children) and her boyfriend. Looks like a new car advertisement
at the start.
See the Light (Booze Bus and Police Car)
– December 2001
These two linked advertisements highlight
the increased chances of drink drivers being caught. This is a result of booze
buses operating for longer periods, more unmarked police cars and a tough
approach to enforcement at .05 and above.
Blue Squares – December 2001
Reinforces the strong message that police
will be out in force targeting drink drivers, with increased police resources
on the road.
Little Bit Dead – December 2003
Sets the scene for the “little bit over”
message by depicting three people affected by the actions of a drink driver -
one seriously injured, one killed and one grieving. Parodies the blasé
attitudes of some drivers to driving a little over the limit.
Little Bit Worried – December 2003
Shows a driver who realises that he has
probably had one drink too many and might be over the BAC
limit. Despite hoping so, he does not get away with driving home while impaired
and is apprehended by police and subjected to a breath test.
The Little Things – March 2004
Highlights some common social drinking
situations - drinks at a workplace, at a friend’s place, at a BBQ - where the
drinkers show some typical signs of being affected by alcohol without being ‘drunk’.
While seemingly small impairments, they can affect the safe control of a car.
Netball - November 2004
A father incurs the wrath of his wife and
then sullen treatment from his daughter when he's unable to drive his daughter
to her weekly netball game. We see them walking across a country town, only to
arrive late. Another parent shoots the father an accusing look. A flashback
then shows him being pulled up by police who disregard his pleas to be let off.
Insurance - November 2004
A man on the phone renewing his car
insurance discloses that he was recently caught for drink driving. He's shocked
to hear that a drink driving record will affect his car insurance policy for
many years to come through higher excesses, This is regardless of his rating or
whether or not he's had a crash.
Unemployed - November 2004
We overhear the conversation of a guy on
the phone in a suburban family home. He's trying to arrange an extension on the
payment of a bill. Gradually we realise that he is getting by on unemployment
benefits. A flashback then shows him getting out of a work van and being lead
away by police for drink driving. He vainly tries to explain that he needs his
licence to work.
Boat - November 2004
It's a perfect, sunny day - the sort of day
that we should all be out enjoying. A boat is parked in a suburban yard,
showing signs of lack of use. We then see the reason - it appears that the
owner and his mates were out fishing when they were pulled over by police and
the driver was breath tested. Although he may have had the least to drink of
all his mates, he was over the limit and lost his driver's licence as well as
his boat licence.
Haunted - November 2005
We see a series of life events through one
particular mans life as he grows older – in a park (about 22 years), on a bus,
at work, at home with his kids, lying in bed at night, the marriage of his daughter
and later back to the park (about 60 years). All the time there is a small boy
watching him – as the ad progresses we realise the boy doesn't age and he is
missing a shoe. We then discover that the man, as a 20ish man is being breath
tested at the scene of a pedestrian accident and we hear that he is being told
the boy he just hit has died. He blows .062 BAC .
When? Metro - September 2006
Open with a super on the screen ‘Say when’.
We see two guys in a car driving down a main road. Super on screen says
‘Tonight?’ They see a police car with flashing lights but it overtakes and speeds
on after someone else. Another day. On the screen is a super saying ‘Next
week?’ The same guy is driving home dropping a few mates off after cricket. He
turns into a side street and an unmarked police car is conducting breath tests.
But he gets waved on. A few weeks later – super says ‘Next month?’ He is
driving home with his girlfriend and this time is pulled over and tested. He is
asked to get out of the car and come to the police station for further testing.
When? Regional - September 2006
Open with a super on the screen ‘Say when’.
We see two guys in a car driving down a road. Super on screen says ‘Tonight?’
They see a police car with flashing lights but it overtakes and speeds on after
someone else. Another day. On the screen is a super saying ‘Next week?’ The
same guy is driving home dropping a few mates off after football. He turns into
a street and a police car is conducting breath tests. But he gets waved on. A
few weeks later – super says ‘Next month?’ He is driving home with his girlfriend
and this time is pulled over and tested. He is asked to get out of the car and
come to the police station for further testing.
Retrieved
from Transport Accident Commission (TAC)
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