Says Jason Hollamby, director at The Sideways Theory: “We’re letting drivers know that if they choose to get behind the wheel under the influence, they simply can’t properly control their vehicles.
“While male drivers are the main offenders, around 30% are female, and for the first time we took the opportunity to also target the female drivers as well.”
“The idea to fill a car with alcohol could have taken a comical path, so it was important to apply a gritty reality that demonstrated the fear that can consume drivers even if they feel like they can get away with it at first.”
Traffic Services Branch Officer in Charge, Superintendent Darren Fielke says: “Road users across South Australia will see this campaign. There are still some people who think it’s okay to drink drive and this campaign is here to tell them that they’re full of it.”
Adds Hollamby: “The campaign demonstrates the physical challenges that drink drivers face when they get behind the wheel. But on a behavioural level, we’re also challenging excuses and the anxiety drink drivers put themselves through whenever they test themselves behind the wheel.”
Engineers disassembled the vehicles and fitted them with a range of pumps and hoses to create a watertight seal that the drivers could safely enter as the liquid filled up around them. 60,000 litres of specially produced non-alcoholic beer and wine was produced by a local brewer to create the campaign that was filmed in-camera without special effects.
Statistics show that in recent years, 17 percent of all fatal crashes and 10 percent of serious injury crashes involved at least on driver or rider with a Blood Alcohol Concentration over the lethal limit. Crash statistics and expiation data indicate a demographic skew toward male driver between 2—39 years of age.
Just launched, the campaign will be seen on all free to air channels, connected TV, out of home, digital, out-of-home locations, social channels, buses and trams.
