On Thursday 7 March 2024, South Australia Police launched a new road safety campaign that confronts drivers with the harsh reality of driving on drugs.
The new campaign sends a strong message highlighting the differences between tragic reality and drug drivers' indifference to safety, showing that "Reality Hits Hard When You Drive on Drugs".
Targeting those who are most represented in road trauma, male drug users between 20 and 40 years of age, the campaign was designed to address both users of methyl-amphetamine ('meth') and cannabis ('weed') in two separate advertisements, each speaking to the driving characteristics of each target group.
Traffic Services Support Branch Officer in Charge, Superintendent Darren Fielke said "Crash and enforcement data clearly shows that despite what drug users may believe, driving with illicit drugs in their system clearly impairs the ability to drive safely and that police are actively detecting and prosecuting drivers who choose to drive after drug use."
"Typically, we hear cannabis users say they are more cautious when driving and try not to attract attention while drivers or riders who have taken methamphetamine perceive themselves as alert and responsive."
"Both perceptions are wrong; cannabis can affect perception, reaction time and judgement, while meth can make drivers aggressive, over-confident and dangerously drowsy as the high wears off", Superintendent Fielke said.
"These driving behaviours are also obvious to police patrols who have the power to then pull over and randomly test drivers for drugs"
Minister for Police, Emergency Services and Correctional Services Joe Szakacs said the campaign is part of the State Government's $98 million commitment in last year's State Budget towards road safety initiatives.
"The statistics are alarming and provide a shocking insight into the dangers drug drivers pose on our roads."
"Too many people are taking drugs and choosing to get behind the wheel, this must stop now."
"This Government is committed to improving safety on our roads and we hope this drug driving campaign can shake some sense into the idiots who consume drugs and then choose to drive on our roads."
With invaluable input from police officers of SA Police's Serious and Organised Crime Branch and the Major Crash Investigation Section, the campaign is a realistic representation of drug driver behaviour, providing a strong reminder to drug drivers that reality hits hard when you drive on drugs.
The campaign will run on TV, digital platforms, radio and outdoor billboards in March through to May 2024.
Statistics:
Between 2018 and 2022, 14% (66) of all lives lost and 14% (540) of serious injuries on South Australian roads occurred in crashes where a rider/driver tested positive to drugs.
The number of lost lives increased slightly in 2023, where 21 (18%) people lost their life and 111 (13%) were seriously injured in crashes on South Australian roads where a rider/driver tested positive to drugs.
Over the last six years (2018-2023), 33,271 drivers or riders were detected with a proscribed drug in their oral fluid/blood have been given an expiation notice or arrested.
