Don't Risk it

http://www.tac.vic.gov.au/__data/assets/video_file/0004/44869/Lockdown-TAC-Enforcement-tv-ad-,-Dont-risk-it-2010-Christmas-Enforcement-campaign-TAC9293.mov.mp4

Don't Risk it

A series of television commercials to educate Victorian drivers about police presence over the Christmas time and an increase in the liklihood of being caught for drink driving, drug driving, speeding or breaking any of the road rules.

Christmas 2011 – New Year 2012

The Party's Over - this message is reinforced at peak travel times throughout the year such as long weekends, Easter and Christmas to support increased police presence on Victoria's roads.

First launched in late November 2012, this campaign uses a range of media including television, radio, online and press to remind the community that Victoria Police will be enforcing penalties for dangerous driving whether it is drink or drug driving, speeding or distractions, all with the aim of keeping our State's roads safer for all.

Holiday times mean more traffic on the roads and, therefore, greater risk of a crash. Historically, the last 12 days of the year result in the highest road fatalities for the year - a nine year average of 13 deaths.  This means an average of at least one death per day.

The table below shows road toll comparisons for the campaign period (20–31 December) for the past 9 years.

YearMelbourneRegional VictoriaTotal
20048412
20059918
20069615
20077916
20087310
20099514
201031013
2011189
20125510
2004-2012 Average6.46.613

Drink driving campaign history

The TAC has a long history of educating the Victorian public about the dangers of risky driving and the potential consequences of death, serious injury or fines. The Party's Over was developed in conjunction with Victoria Police and launched by the newly appointed Assistant Commissioner of Road Policing, Mr Bob Hill.

The Party's Over campaign plays on the party theme using voice overs and visuals to challenge road user attitudes and perceptions. It refers to invitations (fines), dress ups (uniforms), straws (breathalysers), lollipops (drug testing kits), loud music (sirens) and other party imagery reminding the community this is not the type of party people want to be at.

The final message strongly states that irresponsible road users won't be tolerated. If you drink or take drugs and drive, if you speed, drive unlicensed or an unregistered car, the party's over.

 


The TAC has a long history of educating Victorians about the dangers of risky driving which can result in death, serious injury or, at the least, fines.

During the 2012 Christmas and New Year period, the TAC partnered with Victoria Police to enforce road safety over this time - all with the aim of making Victoria's roads safe for all road users.

The Party's Over campaign plays on the party theme using voice overs and visuals to challenge road user attitudes and perceptions. It refers to invitations (fines), dress ups (uniforms), straws (breathalysers), lollipops (drug testing kits), loud music (sirens) and other party imagery reminding the community that this is not the type of party people want to be at.

Tthe final message strongly states that irresponsible road users won't be tolerated. If you drink or take drugs and drive, if you speed, drive unlicensed or an unregistered car, the party's over.


Part of the TAC's relationship with Victoria Police is to support its key enforcement operations throughout Victoria - both metropolitan and regional.  We do this by talking to Victorians through road safety campaigns via TV, online and digital media, radio, press and outdoor advertising reminding them that if they break the road rules, their chance of getting caught is high.

Holiday times create high volumes of traffic on Victoria's major highways and arterial roads also creating risks to the safety of all Victorian road users.

Holiday Times

Major long weekends such as Australia Day, Labour Day, and Queens Birthday, popular events such as the AFL Finals and Spring Racing Carnival, as well as the major holidays at Easter and Christmas, are times when Police Enforcement is stepped up on our roads. It is during these holiday times road users can become distracted by festivities whether they are in a rush to fit in their commitments or they simply become complacent about road safety. These are the times the TAC aims to remind people about the dangers on our roads and give an alternative.

The ads supporting Victoria Police's Enforcement campaigns are timely reminders that if you drink or take drugs then drive, or if you speed, at best you will get caught, at worst you could kill or seriously injure other road users.

The in our advertising campaigns of officers who are actively serving in the Victoria Police helps to strengthen our message and provide the authenticity critical to road safety public education campaigns.  These police officers are at the coal face, they witness the harsh reality of road trauma, the devastating crash scenes and the heartbreak of family when they receive the bad news that their loved ones have been killed. They are the people on our road during this time, 24 hours a day, 7 days a week making sure that dangerous drivers are caught, making the roads safe for us all.

 

A series of television commercials based on the Signs campaign first used in 2010.  Launched in late November, the campaign aimed to tell Victorian drivers about increased enforcement by Victoria Police throughout this busy time of the year and the increased likelihood of being detected for breaking the road rules.

Made up of two commercials focussing on speed and drink/drug driving, the campaign was included outdoor, press, online and radio activity under the campaign banner Don't risk it. It provided a hard-hitting warning to drivers that there are consequences for driving irresponsibly and that police are out in force in the lead up to Christmas.

In early December, leading into the festive season, the second phase of this campaign was introduced, a new drink drive television commercial Bloody Idiots designed to underpin the police enforcement activity. This component of the campaign cemented in Victorian road users' minds the very real potential outcomes of drink driving and the potential ripple effect consequences on not just the driver, but other road users, family and friends.

Outdoor signs

Don't Risk it outdoor sign

Outdoor signs for Don't Risk it campaign