Stop a Mate from Driving Drunk? Bloody Legend.
“I should say something, but I might look dumb…”
Translation from Maori English:
“Oh no, George is driving. He’s to wasted, I should say something;
but I could look dumb in front of Monique. . .”
“Bro, Monique says your dumb”
“But if he crashes, I’ll have to live with his family. . .”
“Puzzle tiiime!!!! *swag* ”
” …and if he dies, guess George will haunt me… forever!!”
“Grab a chip! Wanna chip?!”
“You know I can’t grab your ghost chips! Go away!”
“SPPOOOOONN!!! Space head!!!!”
“Ey, what are you doing bro?”
“I’ve been internalising a really complicated situation in my head”
“What are you on about?”
“I dont think you should drive bro….”
“Nah. You’re too drunk bro; Just crash here”
“Yeah! crash here!”
“Stop a mate from driving drunk. Leeegend.”
A new drink-driving advertising campaign has launched. It encourages young people to speak up when their mates are about to drive drunk.
Young drinking drivers make up a large part of all drink-driving crashes. Over 40% of all drink-driving crashes involve drunk drivers under the age of 24 years. In all fatal or serious injury-related crashes in 2008-2010:
- 82% of the drinking drivers in those crashes are male
- 34% of all drinking drivers in those crashes, and 38% of the young drivers, are Maori
- one in five (19%) of all drinking drivers in crashes are aged 15-19, another 24% are 20-24
These boys are not bad people.
They’re good people who make bad choices. They don’t set out to drive drunk, they just don’t plan ahead. A few beers with the lads can easily morph into a bigger night, poor judgement and fewer options to get home.
But while the consequences of driving drunk are well-known, it’s also widely believed that if you drive drunk, it’s likely you’ll get away with it. This belief is reinforced by the times they did ‘slip up’ and got away with it. They lived to tell the tale, which has since become a ‘success’ story they share with their mates.
Coupled with this belief is that no one stops them or makes them feel uneasy about their choice to drive. It’s too awkward so why would they? It’s hard to tell a mate not to drive; no one wants to lose face, to be seen as the ‘downer’ of the party or to be accused of being ‘soft’.
This campaign aims to encourage people who drink with our drink-driver to take some responsibility and speak up when he is about to drive drunk. We want them to have the guts to speak up and say something without feeling like they’ve killed the mood.
The goal of this advertising is to acknowledge the feelings a young man might have around speaking up when a friend is going to drive drunk. Thinking you might ‘look bad’ in a social situation is what is in the way for most people. We need to break through this barrier and the use of humour is key to achieving this successfully.
To view the TV ad go to http://www.nzta.govt.nz/about/advertising/drink-driving/legend.html
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