“Most people are aware of the risks associated with drinking and driving. However, there is a young, hard-to-reach group who still choose to ignore them.
Each year, 150 young adult drivers crash because they’re driving under the influence of alcohol (an average of three crashes a week.) This group perceive any potential risk as being too low or too remote a possibility to worry about: ‘It won’t happen to me.’ Experience tells them they can get away with it.
This campaign primarily targets young males, 20 – 29 years old, who predominantly live in rural and provincial parts of NZ. They have developed a level of complacency towards driving. – they’re willing to chance it, confident that nothing will go wrong.”
Find more from http://www.nzta.govt.nz/legends/ (New Zealand, 2017 NZ Transport Agency)