One that lasts for 10 years.
Drink driving messages have been around forever. Yet so many drivers are prepared to chance it, mainly because they believe the reward, outweighs the penalty. Some people simply aren’t intimidated by a having their driver’s licence suspended, nor are they threatened by a hefty fine. So how do you up the ante without introducing harsher penalties?
Say bon voyage to your travel plans.
We looked deeper into the actual consequences. The reality is, it’s more than a temporary suspension and a fine. If you receive a drink driving conviction, it’s also considered a criminal conviction that stays with you for at least 10 years. The damage is far and wide, from limiting your job prospects and travel plans, to even working with kids. In fact, it’s like having the worst 10 year hangover of your life.
The campaign launched with a 45 second TVC and 3 individual 15 second TVCs that highlight how various aspects of your life could be affected with a drink driving conviction. The messages are also reinforced through radio, print, outdoor, digital and online.