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Dry Drivers and Mates Motels – Creating Social Change through Integrated Marketing Communications
EXTENDED ABSTRACT: Drink driving remains a major problem on Queensland roads, accounting for one in five fatal crashes and one in ten serious casualty crashes. A survey of 3,000 Queenslanders found that those who admit to driving after drinking are more likely to be males, aged under 40, in particular 25-39 years1. Offence and crash data shows that males account for almost eight in ten (79.4%) drink driving offences and 80% of drink driving serious casualties involved male drivers/riders. This paper will detail the recent Queensland Department of Transport and Main Roads strategy of education and engagement initiatives being used to reduce the incidence of drink driving, and bring about social change in this area of road safety.