South Australia Police has launched a new road safety campaign, titled ‘Drink drivers are full of it,’ aimed at confronting the dangerous and selfish choices that fuel drink driving. The campaign, visually striking and hard-hitting, uses the shocking image of drink drivers’ vehicles filling with beer or wine, sending a clear message that those who drive under the influence are putting themselves and others at risk. Superintendent Darren Fielke from Traffic Services Branch explained that the campaign challenges the common excuses of drink drivers and makes it clear that there’s no justification for such behavior.

This innovative approach, shot in Port Adelaide with vehicles modified to hold 60,000 litres of fake alcohol, underscores the reality of how serious the consequences can be. With drink driving contributing to 19 deaths and 100 serious injuries last year alone, the campaign is a direct appeal to road users to reconsider their actions. Minister for Police Dan Cregan emphasized the importance of planning a safe journey home when drinking, pointing out that drink driving remains a significant factor in South Australia’s road toll, with male drivers in their 20s and 30s most often involved.

Find more from South Australia Police (Australia, October 2024)