The Western Australian government has launched a new road safety campaign, ‘Not worth the (beep) risk,’ targeting the devastating consequences of drink driving. Through impactful storytelling, the campaign highlights the ripple effects of losing a licence, as told by influential people in a driver’s life. With a firm message—Drink drive? Not worth the risk—the campaign aims to reinforce that drink driving is a dangerous and unacceptable behaviour.

Drink driving remains a significant cause of road trauma in Western Australia, contributing to 20% of road fatalities on average over the past five years. Despite ongoing efforts and progress in reducing road trauma, 13% of drivers in WA still choose to drink drive, knowingly putting themselves and others at risk. The campaign not only focuses on individuals likely to drink drive but also appeals to the broader population to act as advocates against this behaviour.

Using a multimedia approach, the campaign is broadcast across television, radio, social media, digital platforms, and public spaces. It drives home the serious legal, financial, and emotional consequences of drink driving—such as losing a licence, job loss, and potential criminal records. The overarching message is clear: drink driving can cost you far more than you realize. It’s simply not worth the risk.

Find more from The Government of Western Australia (Australia, December 2024)