Think! Road Safety - Selfish Prick Campaign (2021) - TVC 30 seconds "EXCUSES"
Channel: SA Police News
Date: 2021-03-26

This campaign is the result of extensive research into the motivations of drink drivers, which revealed that inconvenience is the prevailing reason for choosing to drive after drinking. 

Interviews with people who admitted to drink driving revealed that wanting to save money rather than pay for a taxi, preferring to wake up in their own bed or wanting to use their car in the morning, despite the recognised risk of getting caught or being involved in a crash, were amongst the reasons for choosing to drink and drive. 

The campaign targets the demographic most represented in drink driving statistics, men between 20 and 40 years of age, and taps into the increased social stigma and unacceptability of drink driving in the community.

The phrase ‘Drink Drivers are Selfish Pricks’ was extensively tested on representatives of the target audience and was deemed to be influential, impactful and likely to prompt self-reflection and behavior change.

Members of the South Australian community were also surveyed to determine if the phrase was too offensive to appear in the public domain. Results demonstrated overwhelming support for the concept and garnered positive responses to the bold and ‘no excuses’ approach.

Over the past five years 14% of all fatal crashes and 8% of all serious injury crashes in SA involved at least one driver or rider with a blood alcohol concentration (BAC) above the legal limit.