Centre for Road Safety

Don't drink and drive

You need to plan ahead to get home safely after a night out – if you've been drinking, don't drive.

Positive choices

The Plan B drink driving campaign began in August 2012. It is about making positive choices to get home safely after a night out, highlighting that driving is not an option. With practical options to avoid drink driving, Plan B takes a positive approach designed to engage the community about making alternative arrangements to get home after a night out. The campaign emphasises that police mobile random breath testing (RBT) operations can happen anytime, anywhere.

Drink driving behaviour

Drink driving is one of the biggest causes of death and injury on NSW roads. In 2019, there were 61 people killed and 285 people injured in crashes involving drivers who were over the legal blood alcohol limit. Men make up 87 per cent of drink drivers involved in fatal crashes.

Audience

Although the Plan B campaign reaches all drivers, it is aimed at male drivers aged 17–49 years, who are over represented in all alcohol-related crashes.

Main messages

The main message of the campaign is if you are drinking, don’t drive. You need to have a Plan B to get home. Other campaign messages include:

  • What's your Plan B?
  • Plan ahead on how to get home after a night out
  • Some Plan Bs are smarter than others
  • RBT means you need a Plan B.

 

Delivery

The Plan B campaign has a heavy emphasis on point-of-behaviour messaging in licensed venues where people are making the critical decision about whether to drink and drive. The campaign leverages advertising channels such as outdoor (taxi backs and in-venue/pub advertising) as well as radio and social media.

Plan B aims

The campaign aims to:

  • Contribute to an overall reduction in the road toll
  • Reinforce and drive awareness in moments before, during and following drinking occasions that if you drink you should not drive
  • Remind people at the point-of-behaviour of the consequences of drink driving
  • Promote alternative transport options to empower drivers to make the choice not to drink and drive
  • Maintain awareness of mobile RBT police enforcement.

Evaluation

  • Since the campaign began in August 2012, more than 80 per cent of those surveyed recall seeing the Plan B campaign materials and almost all support the campaign
  • 80 per cent of the target audience identify the core message: “If you’re drinking, don’t drive”
  • Campaign testing results show more than 67 per cent of young male drivers consider the campaign to be believable
  • Those who recognise the Plan B television commercials are more likely to notice police random breath testing units on the roads than those who have not seen the campaign
  • More than two thirds of the target audience agree that drinking and driving is not socially acceptable.