Advertising campaigns

Overview 

The Paranoia drink driving campaign breaks from traditional road safety advertising and uses an emotional and fresh approach which focuses on psychological feelings.

This campaign launched in 2006 to tap into the guilt drink drivers’ experience and explores their anxiety, restlessness and fear of getting caught. Research showed that although some drivers feel Random Breath Testing (RBT) is predictable, they change their driving style if they have been drinking in an effort to avoid detection. This campaign promotes the fact that every police car is a Mobile RBT.

The creative uses post-production and special effects to create the lead character’s feelings of ‘paranoia’. After he leaves the pub and gets behind the wheel knowing that he’s had a few drinks, he thinks he sees a policeman wherever he goes. The tagline is ‘Mobile RBT. You won’t know where. You won’t know when’ which highlights the unpredictable nature of mobile RBT and the increased risk of being caught. The Cruel Sea’s hit song ‘Better Get a Lawyer Son’ is used to help deliver a powerful and lasting message and support the seriousness of the issue.

Behavioural Issues & Facts/Figures  

Drink driving is a significant road safety issue. In 2008, alcohol was a contributing factor in 26 per cent of all fatal crashes, 8 per cent of injury crashes and 6 per cent of all crashes.

Since the introduction of RBT in 1982, fatal crashes involving alcohol have dropped from 40 per cent of all fatalities in 1982 to the current level of 19 per cent.

Last year Police conducted over 4.4 million breath tests in NSW.

Aims and Objectives 

To increase awareness of Police mobile RBT operations and the likelihood of getting caught for drink driving, as well as to reinforce the social unacceptability of drink driving.

Target Audience 

Anyone considering drinking and driving.

Key Messages 

• Don’t drink and drive – you will get caught.
• Random breath testing can be anywhere, anytime.
• Every police car is a mobile RBT.
• The penalties for drink driving are severe.

Campaign media utilised

The campaign is fully integrated and consists of television, radio, press and online. There is also supporting merchandise in targeted licensed premises.

Evaluation

• Paranoia continues to be memorable and achieve very high levels of recognition with eighty six per cent of NSW drivers having seen or heard any part of the campaign which promotes RBT.
• The main message of the campaign that ‘every police car is an RBT’ is clearly understood and highlights the unpredictable nature of the enforcement.
• There has been an almost universal identification with the feelings and situations portrayed. Over 90 per cent of NSW drivers consider the television advertisement to be believable and easy to understand. They also find it motivating.
• Many drivers believe it is almost certain or likely they will be caught for drink driving which demonstrates the campaign continues to be successful in informing drivers about their risk of being caught by police if they drink and drive.