Centre for Road Safety

Drink driving was a contributing factor in 19 per cent of all fatalities and 7 per cent of all serious injuries on NSW roads in 2020.

Watch our video to see how after a ‘few drinks’ we all need a Plan B to get home.

Overview

Although the risks of drink driving are widely reported, many people are still likely to justify driving when over the legal limit if they believe:

  • Driving is the only means of getting home; and /or
  • They are only driving a short distance; and /or
  • They are going to use quiet roads; and /or
  • They need the car the next day.

People often underestimate the effects ‘a few drinks’ can have on their driving skills and overestimate their ability as a driver. When faced with the potential inconvenience of finding an alternative way home, some simply choose to drink and drive.

However, the effects of driving with alcohol in one’s system, even only small amounts, are wide ranging and impossible to avoid. These include:

  • Slowed brain function
  • Reduced ability to make decisions or react quickly
  • Elevated confidence, leading to greater risk taking
  • Reduced balance and coordination
  • Increased drowsiness, making it easier to fall asleep at the wheel.

The ‘Plan B’ campaign aims to encourage NSW drivers to make positive choices to get home safely after drinking. The new ‘Terry Godmother’ television commercial further promotes the Plan B options available to NSW commuters and highlights the physiological impacts alcohol has on a person’s ability to drive.

Audience

Males are overrepresented in drink driving related crashes and young females have a high self-reported prevalence of drink driving behaviour, as such the Plan B campaign is designed to target this audience.

Main messages

  • If you’re drinking, don’t drive
  • What’s your Plan B?
  • RBT means you need a Plan B
  • Alcohol has a physiological impact on your ability to drive
  • Alcohol reduces concentration, slows reaction time, and impairs balance and vision.

Delivery

The campaign message is delivered to NSW drivers through:

  • TV and online video advertising
  • Radio advertising
  • Out of home – in venue and transit advertising
  • Social advertising.

Evaluation

As part of the campaign development, research was conducted to establish benchmarks about drivers' attitudes and behaviours towards drink driving. Research will be repeated to track changes using the same methodology with target audiences.

Other measures, including online views, will be used to review and assess the campaign's effectiveness.