South Australia Police make “no apologies” for an aggressive and blunt new campaign to deter drink-driving.
The hard-hitting Drink Drivers are Selfish Pricks campaign was launched on Friday and would appear on TV, radio, print, digital and outdoor platforms.
It aims to warn motorists of the dangers of driving while under the influence and specifically targets men aged 20-40 years.
Assistant Commissioner Ian Parrott said the campaign was deliberately designed to be “confronting” to impact those who, after decades of advertising, are not “hearing the warnings” surrounding drink-driving.
He said market research indicated the target group continued to drink-drive for their own self-interest.
“They don’t want to leave their car at the pub or a friend’s place. They don’t want to sleep in the couch. They want to spend a few more dollars on drinks or beers rather than pay for a ride home,” Mr Parrott said.
“The message is clear: Don’t be a selfish prick and drink-drive. Take responsibility for your actions.
“We make no apologies for the aggressive nature of this campaign. It’s specifically designed to start conversations and start people thinking, particularly the target audience, about their behaviours.”
He said using the word “prick” would resonate with the target audience because it was not uncommon for it to be used within the cohort’s conversation.
Mr Parrott warned “irresponsible” drivers who continued to drink-drive would be caught.
“You’re lucky if you get caught … (because) you could end up in hospital, in a rehabilitation facility for months or years or require long-term care.
“It is absolutely frustrating that over 25,500 people in the past five years have been caught drink-driving. This is why we continue to refresh our marketing campaigns.”
Police and Emergency Services Minister Vincent Tarzia said it was “unfortunate” the messaging around drink-driving needed to be more confronting and harder for some.
“If you drink and drive, this is where you could end up: in a morgue cold and alone,” he told reporters.
“The consequences are very serious.
“This carnage on our roads has got to stop. It is preventable and is avoidable but we all have to do our bit.”
In the past five years, nearly 15 per cent of road fatalities and 123 serious injuries were caused by drink-driving.
There were 17 people killed in 2020 alone because of people drinking and getting behind the wheel.
SA Police are running a drink and drug-driving blitz over the weekend across the state.