Campaign challenges drink drivers

10 Dec 2014

The Motor Accident Commission's new road safety campaign challenges drink drivers to question their behaviour.

Still from MAC's Grow Up ad

Road Safety Minister Tony Piccolo said driving whilst under the influence of alcohol remained one of the main causes of road deaths in South Australia.

“It defies logic that people still choose to drive after drinking,” Mr Piccolo said. “The statistics speak for themselves - between 2009 and 2013, there were 103 fatal crashes involving drink drivers of which 96 were at fault. From those 103 crashes, 108 lives were lost."

The ‘Grow Up’ TV commercial is airing throughout South Australia with child actors re-quoting the excuses which drink drivers commonly use to validate their action.

MAC General Manager Road Safety Michael Cornish said the thought-provoking campaign reminds drink drivers that their behaviour is dangerous, immature and they have failed to keep up with the expectations of society.

“MAC research shows that there are some drink drivers who understand the risks and penalties involved with drink driving but will sometimes still try to get away with it, even though they know they shouldn’t be driving,” Mr Cornish said.

“They have a range of excuses to justify their actions but can also feel remorse the next day. The messages in this new MAC campaign aim to trigger some much needed self-reflection and change - we want to eliminate drink-driving crashes in South Australia.”

From 2009 to 2013, the percentage of drivers and riders killed with a Blood Alcohol Concentration (BAC) above .05 was 27 per cent.

In the same period, of the drivers and riders seriously injured and tested at least 16 per cent had an illegal BAC.

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