- New drink-driving campaign targets men 17-49
- Drink-driving is second largest behavioural factor causing fatalities
- New campaign runs in tandem with 'Speed shatters your excuses' campaign
The Cook Labor Government has launched a new road safety campaign targeting drink-driving ahead of the busy festive season.
'Drink drive? Not worth the (beeping) risk' aims to reverse some worrying trends in our attitudes towards drink-driving.
Since 2020, commitment to not drink and drive has dropped from 51 per cent in 2020 to 47 per cent in 2022 to 43 per cent in 2024.
Worryingly, 13 per cent of WA drivers say they drink and drive.
The campaign works to remind the target group of the consequences of drink-driving and, at the same time, strongly reinforces the message that most people do not agree with driving over the legal limit.
The key target market is drivers aged 17-49, with a particular focus on male motorists.
The campaign will initially run for three months over the 2024/25 festive season and will be delivered State-wide via social media, print, radio, TV, podcasts, and billboards.
This campaign follows the hard hitting 'Speed shatters your excuses' campaign and the special 'Wheelmates' campaign targeting Leavers.
As stated by Road Safety Minister David Michael:
"This campaign has a common-sense message couched in terms that everyone can understand.
"Drink-driving is an important issue and, while I acknowledge there have been long term positive cultural shifts in our attitudes towards drink driving, it still remains one of the largest behavioural factors causing death on our roads.
"Since the Road Safety Roundtable, the Cook Labor Government has delivered a range of new initiatives mostly targeting young drivers, including recent changes to P-plate regulations.
"This campaign is further evidence of our commitment to making WA roads safer.
"My wish is that every Western Australian makes safe choices on our roads this festive season.
"If you are going to drink, plan ahead. Take turns being the designated driver, use public transport or book a taxi.
"Whatever you do, don't drink and drive."
