Australia – Victoria’s Transport Accident Commission (TAC) has joined forces with creative agency Clemenger BBDO to launch its latest ‘Drink Driving: Stop Kidding Yourself’ campaign that reveals the truth behind drunk driving myths.
TAC’s new campaign challenges drivers’ beliefs in myths associated with drunk driving, especially the tricks they use to help them stay under the 0.05 blood alcohol concentration (BAC) limit.
The campaign features a hero film where an adult male lists the ‘tricks’ he blindly follows in hopes of staying under the 0.05 BAC limit. As the film progresses, it shows the audience that the list is nothing more than myths that carry heavy consequences.
Especially directed at drivers in Victoria, Australia, the film also gives a particular focus on males, who are overrepresented in drunk driving instances.
TAC’s campaign spotlights the worrying problem with Victorian drivers who continue to drive after drinking, despite the fact that one in five drivers killed on the state’s roads has a BAC on or above the 0.05 limit. The commission wanted to highlight the fact that accidents will continue happening because of misguided beliefs like driving after two or three drinks as long as they’ve paced themselves, consumed lots of water, or eaten a big meal.
The film aims to encourage drivers to separate drinking from driving on every occasion and to continue making that choice so as to ensure safety.
TAC’s campaign film with Clemenger BBDO will launch across TV, online video, cinema, OOH, social, digital, and radio. The first phase was launched on December 4th and will run until January 31st, 2024, with media via OMD.
Tracey Slatter, CEO of TAC, said, “As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix. We want to embrace a culture where driving after drinking any alcohol is not considered normal.”
She added, “Many people think they can manage their blood-alcohol level by following a set of vague rules handed down through generations, but the only way to avoid the risk entirely is to completely separate drinking and driving.”
Richard Williams, executive creative director at Clemenger BBDO, also shared, “This campaign is about changing an ingrained community behavior.” It’s about debunking myths, and most importantly, it’s about reminding drivers that there is no grey area—if you drink, don’t drive.”
