Saving Lives Together

Alcohol Interlocks

Campaign overview

On 24 October 2016, Western Australia introduced an Alcohol Interlock Scheme, which applies to high-end and repeat drink drivers. In the lead-up to the introduction of this legislation, the Road Safety Commission ran a community education campaign.

Campaign objectives

awareness of Alcohol Interlocks; understand / agree of its road safety intent and know the date that the legislation comes into effect.

Advertising

Television

Radio

Campaign evaluation

In the lead-up to the introduction of the Alcohol Interlock Scheme legislation on 24 October 2016, the Road Safety Commission ran a community education campaign.  These were the results:   

Summary of results

  • 72% overall awareness of Alcohol Interlocks campaign (2.9%+ KPI of 70%);
  • Media awareness by medium:
    • TV 63% (Metro 69%, Regional 74%)
    • Radio 39%
    • Digital 29%
  • Campaign awareness is significantly higher for drinkers and those from remote and regional areas;
  • Overall, 8 in 10 think the campaign is effective in discouraging people from drink driving;
  • The ad has a positive impact on shifting attitudes and behaviours as a result of having seen the campaign – particularly among drink drivers;
  • Over a third have seen at least one of the vignettes;
  • Net media: $536,919. Cost per person reached $0.37.

Ad key diagnostics

SegmentImpact
96%Easy to understand
87%Believable
80%Told me something new
72%Attention grabbing
70%Sticks in my mind
68%Unique
27%Just like other ads on TV

Key message take out

SegmentImpact
92%There are consequences for losing your licence
92%Losing your licence impacts your life
87%Losing your licence leads to a loss of freedom/ independence
77%The State Government is getting tougher on drink driving

Acknowledgement of Country

The Government of Western Australia acknowledges the traditional custodians throughout Western Australia and their continuing connection to the land, waters and community.
We pay our respects to all members of the Aboriginal communities and their cultures; and to Elders both past and present.

The Road Safety Commission is a portfolio within WA Police Force. It reports to the Minister for Road Safety, Hon. Michelle Roberts MLA.