Drinking? Never drive. New campaign for Christmas
ABOVE: The 'What will it be tonight?' video forms part of the StreetSmarts 2023 drink driving campaign.
This years drink driving campaign, ‘In your hands’ aims to shock potential drink drivers out of complacency by showing serious and memorable consequences.
In 2022, incidents involving drink driving resulted in the loss of 65 lives and the hospitalisation of 817 people.
Unbelievably, nearly 15,000 individuals were caught driving under the influence of alcohol, exceeding the legal limit, with more than 7,500 of these cases registering blood alcohol levels ranging from 0.10 BAC and above.
The message is clear ‐ 'Drinking? Never drive'.
The campaign displays a range of consequences on fake alcoholic drinks with names such as 'Lose your licence lager', ‘RBT IPA’ and 'Job loss bitter' to demonstrate the devastating outcomes of drinking and driving right there at the moment of consumption.
This year, a range of fictional brews are placed in the hands of online critics who strongly reject the awful choice to drink and drive.
The campaign launched on Sunday 10 December and includes: television, cinema, radio/ Spotify advertising, online/digital advertising, outdoor advertising and in licensed venues such as pubs/clubs, and a strong social media and online presence.
It will also be promoted at the Big Bash Brisbane Heat summer cricket season.