Be the sober driver - take one for the team

A new series of road safety television advertisements goes to air tonight (20 December), asking young drivers to support their mates and ‘take one for the team’ by driving sober.

Youth drink driving is a serious road safety and public health issue in New Zealand. Last year 15 to 24-year-old drivers were responsible for 44% of all the alcohol-related road crashes on New Zealand roads, causing 42 deaths and over 1,000 injuries.

A teenage driver on New Zealand roads with a blood alcohol level of 80mg/100ml (the current legal limit for adults) is 16 times more likely to be involved in a fatal crash than a sober teen, and 87 times more likely than a sober adult.*

“Most youth drink-driving crashes only involve one car, so it’s often a case of ‘mates hurting mates’. We need to establish sober driving as something that mates do to get each other home safely - taking your turn as the sober driver should be an expected part of being a good mate,” said Wayne Donnelly, Land Transport NZ Chief Executive.

The new TV campaign comprises four ads, each showing one of four mates taking their turn as the sober driver, and illustrating how he’s chosen for the job on each specific night. The advertisements will be supported with radio, outdoor, print and other advertising.

The advertising campaign supports the ongoing targeted drink-driving enforcement activities of the New Zealand Police.

*Source: Ministry of Transport, Alcohol/Drugs Crash Factsheet 2007

ENDS

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