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.
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 humorous and 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 2011, there were 70 people killed and 1182 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.
Although the Plan B campaign reaches all drivers, it is aimed at young male drivers aged 17–25 years, who are over represented in all alcohol-related crashes.
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:
- Plan ahead on how to get home after a night out
- Some Plan B's are smarter than others
- What’s your Plan B?
- Drink and drive, and you will face the consequences
- RBT means you need a Plan B
The Plan B campaign has a heavy emphasis on digital, cinema and television. Online users are directed to click through to find a range of Plan B options, including 131 500 and taxi information.
The campaign is supported with advertising on buses and taxis, and in licensed venues, where people are making the critical decision about whether to drink and drive.
Plan B aims
By changing attitudes to drink driving, the campaign aims to:
- Contribute to an overall reduction in the road toll
- Promote alternative transport options to empower drivers to make the choice not to drink and drive
- Maintain awareness of mobile RBT police enforcement
- 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.
- Nearly 75 per cent of the target audience identify the core message: “If you’re drinking, don’t drive”.
- Campaign testing results show more than 80 per cent of young male drivers consider the campaign to be believable.
- The television commercials, which present a range of ‘Plan B’ options, show success in getting people to consider alternative transport options rather than drinking and driving. Two thirds of the target audience surveyed agree with this statement after seeing the advertisements.
- 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.