The Party's Over
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.
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.
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.
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.
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.
Using police 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 outdoor signs accompanied the campaign.