When the campaign ran
The Paranoia drink driving campaign broke from traditional road safety advertising and used an emotional and fresh approach that focused on psychological feelings.
This campaign tapped into the guilt drink drivers feel and explored their anxiety, restlessness and fear of getting caught. Research showed that although some drivers felt random breath testing (RBT) was predictable, they changed their driving style if they had been drinking in an effort to avoid detection. This campaign promoted the fact that every police car is a mobile RBT.
The campaign used 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’.
This 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’ was used to help deliver a powerful and lasting message and support the seriousness of the issue.
Behavioural issues and 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 about 19 per cent. Each year police conduct millions of random 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.
Anyone considering drinking and driving.
- Don’t drink and drive – you will get caught
- Random breath testing can be anywhere, anytime
- Every police car is a mobile RBT
The campaign was fully integrated and consisted of television, radio, press and online. There was also supporting merchandise in targeted licensed premises and advertising on the back of buses.
The campaign performed well since its launch and has achieved high exposure. There has been an almost universal identification with the feelings and situations portrayed making it relevant and memorable.