“Drink Driving? Not worth the ‘beeping’ risk” for Road Safety Commission via Gatecrasher

A new campaign from Road Safety Commission WA and Gatecrasher tackles the dangers of Drink Driving.

Despite over 20 years of education campaigns, drink driving remains the second largest behavioural factor causing fatalities on WA roads. Concerningly, in recent post COVID-19 years, research has also identified that WA road users have had an increasing propensity to lapse into poor choices and behaviours despite knowing the dangers of drink driving.

This campaign aims to reinforce the consequences of drink driving while at the same time evoking the social shame of getting caught by the police and the impact those poor choices will have on yourself and those around you.

The creative executions take the familiar sound of the censorship ‘beep’ and match it to the ‘beep’ of the breathalyser unit as a very powerful and memorable audio device.

Director of Education and Behaviour Change, Simone Steele said that ‘Not worth the (beep) risk’ demonstrates the consequences of losing your licence from the viewpoint of those who rely on you. A loss of licence impacts more than just the driver themselves.

“The aim of the campaign is to have more Western Australians making safer choices on our roads. If you are going to drink, plan ahead. Take turns being the designated driver, use public transport, or book a taxi/rideshare,” Steele added.

Play the radio ads below:

Credits
Client: Road Safety Commission
Manager, Marketing: Joanna Hynes
Campaigns Officer: Alisia Mumby
A/Strategic Communications Coordinator: Kirsten Brent

Agency: Gatecrasher Advertising
Creative Partners: Adam Barker, Lori Canalini
Writer: Adam Barker
Senior Art Director: Henry Billington
Agency Producer: Elsie Shaw
Agency Producer: Shauna Murphy
Managing Director: Tony Scampoli
Account Director: Magda Wood
Account Executive: Chloe Foster

Production Company: Clockwork Films
Director: James Anderson
Executive Producer: Katie Trew
Senior Producer: Anouk Ratnawibhushana
Producer: Jake Coombes
Sound Engineer: Brad Habib
Editor: Ben Wright
DoP: Lewis Potts

Media Agency: Initiative
Head of Perth: Paige English
Head of WA Government & Strategy: Charles Dangibeaud
Client Advice & Strategy Director: Tiaan Van Jaarsveldt
Investment Executive: Daniel Pomponio
Investment Associate: Angela Wei