26 Mar 2021 12:47pm
People who ignore the dangers of driving after drinking are the target of a new hard hitting advertising campaign produced by SAPOL’s Media Road Safety Unit.
Set to appear across TV, print, radio, outdoor and digital platforms this weekend, the campaign takes a no-holds-barred approach to addressing the attitudes and behaviours of drivers who choose to get behind the wheel under the influence of alcohol.
The campaign is the result of rigorous research into the motivations of drink drivers. Interviews with people who admitted to drink driving revealed that convenience is the prevailing reason for choosing to drive rather than take alternative transport or stay at a friend’s house after drinking.
Wanting to have their car at home in the morning, wanting to sleep in their own bed and wanting to save money rather than pay for a taxi were amongst the reasons given for choosing to drive after drinking, despite the recognised risk of being caught, or worse, being involved in a crash.
The campaign targets the demographic most represented in drink driving statistics (men between 20-40 years) and taps into the increased social stigma and unacceptability of drink driving in the community.
The phrase ‘Drink Drivers are Selfish Pricks’ was extensively tested on representatives of the target audience and was deemed to be influential, impactful and likely to prompt self-reflection and behavior change.
Members of the South Australian community were also surveyed to determine if the phrase was too offensive to appear in the public domain. Results demonstrated overwhelming support for the concept and garnered positive responses to the bold and ‘no excuses’ approach.
Whilst some complaints are expected, these surveys showed a prevailing community sentiment that tackling drink driving is an important enough issue to potentially offend some people’s sensibilities.
Classified PG by ClearAds (the body that examines commercials against advertising rules and regulations), the ad will appear on TV in appropriate time slots and an alternative version of the ad has been developed to appear in outdoor settings with the potentially contentious word obscured, to provide quarantine from young audiences.
Assistant Commissioner Ian Parrott, Officer in Charge State Operations Service said the campaign supports SAPOL’s zero tolerance approach to drivers who choose to endanger lives.
“Consistent education and enforcement have seen a steady reduction in drink driving offences over many years however, drink driving remains a significant contributor to lives lost and serious injuries on our roads,” AC Parrott said.
“This campaign speaks directly to the minority of people who still make the selfish decision to drive after drinking. It addresses the fact that this behavior is inexcusable and can have catastrophic consequences for not only the driver but a whole community of people.”
Selfish Prick TV ads can be downloaded here