New TAC campaign targets bloody idiots

04 Dec 2011

MEDIA RELEASE: 4 December 2011

An emotional new Transport Accident Commission campaign launched today calls on bloody idiots to stay off the roads this summer.

The "Bloody Idiot" campaign portrays the effect on friends and family of a crash involving drink driving.

With a mother, girlfriend, housemate and depiction of a typical pub scene, the powerful new television advertisement will strike a chord with all Victorians.

The TAC's Senior Road Safety and Marketing Manager John Thompson said with last month recording the worst November road toll for five years, the TAC is calling on all Victorians to take responsibility for their driving behaviour.

"November was a traumatic month on Victorian roads, with 29 lives lost," Mr Thompson said.

"We are now calling on all Victorians, to plan their travel, be it holiday trips or nights out, and prevent further tragedy on our roads this summer."

"That means drivers and passengers; make sure you're getting home safely. Please plan your trips to ensure you have a designated driver or can take public transport or a taxi," Mr Thompson said.

This new emotional drink driving campaign is part of the TAC's summer of road safety activity.

There have already been extra police on the roads with nearly 300,000 Victorian drivers breath tested as part of the Summer Stay operations. The TAC has been supporting this enforcement effort with advertisements reminding Victorians that extra police are out there at this busy time.

"Today, we step up the effort, with a new drink driving advertisement that demonstrates the reality of road trauma and reminds us why bloody idiots have no place on the roads this Christmas," Mr Thompson said.

"I understand socialising and having a drink is part of the Australian culture, but drink driving is no longer socially acceptable."

"We're not saying don't have a good time at Christmas parties, we're just saying organise your trip before you go out so you can get home safely," Mr Thompson said.

Almost a quarter of all drivers and motorcyclists killed in road crashes have illegal blood alcohol levels of 0.05 or higher. And almost 80 per cent of drink drivers killed are male with the majority aged 21 to 39 years.

"This emotional and powerful campaign will remind people how irresponsible actions and bad decisions can have lasting and tragic consequences," Mr Thompson said.

The advertisement can be viewed on the TAC's YouTube channel or on TAC Safety