Office of Road Safety, Western Australia, commissioned this poster to remind potential drinkers about the impact of alcohol on their capacity to drive. The text: “Alcohol impairs your judgement. Plan ahead. Don’t drink and drive.”
The poster was designed at Marketforce, Perth by art director Julia Elton-Bott, copywriter Murray Laird and photographer Simon Westlake at Illustrations Pty Ltd. Account service was looked after by Carrick Robinson, Christine Lim and Taya Ryan. Contacts at Office of Road Safety were Roger Farley and Doug Baird.
Road Safety in WA
Alcohol-related fatal crashes cost the Western Australian community more than $75 million a year. The hospital and rehabilitation costs of alcohol-related crashes where people are seriously injured are even higher. Alcohol is a major factor in 24 per cent of road deaths. It doesn’t take much to put drivers over the legal alcohol limit of 0.05 and it is well known that drinking before driving increases your chances of crashing.
Studies have shown that drivers are twice as likely to crash with a blood alcohol content of 0.05 per cent, seven times as likely with a BAC of 0.08 per cent and 25 times more likely to crash with a BAC of 0.15 per cent. Intoxicated drivers involved in fatal crashes are three times more likely to have been speeding than sober drivers.
Alcohol affects decision-making, reaction times, speed and distance judgments, concentration and perception, balance and alertness. It can also give a driver a false sense of confidence which may encourage him or her to take more risks.
Despite the scientific evidence many people mistakenly think that after a few drinks they are fit to handle a vehicle or motorcycle. However, most people find it hard to gauge their own blood alcohol level and because everyone is different, a number of things need to be considered before getting behind the wheel. They include the amount of liquor drunk, the period over which it was consumed, body mass, whether or not you have eaten, fitness levels and health of your liver.
The message is simple – if you are going to drink, plan not to drive. Arrange a skipper, ask someone to collect you, call a cab, take public transport or stay overnight.