Victoria's Transport Accident Commission (TAC) and Clemenger BBDO have unveiled a new campaign, 'Drink Driving: Stop Kidding Yourself', in a bid to debunk myths surrounding drink driving and encourage motorists to separate alcohol consumption from driving.

The campaign comes as insights reveal that 41% of Victorian drivers confess to driving after consuming alcohol, despite the fact that 20% of drivers killed on the state's roads had a blood alcohol concentration (BAC) at or above the legal limit of 0.05.

The campaign, which will run from 4 December 2023 until 31 January 2024, will be launched across various platforms including TV, online video, cinema, out-of-home (OOH), social, digital, and radio. It targets all drivers in Victoria, with a particular emphasis on males.

The campaign features a film with a 30-something male speaking directly to the camera, debunking the 'rules' he follows to stay under 0.05 BAC, which are revealed to be myths.

Tracey Slatter, CEO of the TAC, said, 'As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix. We want to embrace a culture where driving after drinking any alcohol is not considered normal.'

Richard Williams, Executive Creative Director at Clemenger BBDO, said: 'This campaign is about changing an ingrained community behaviour. It’s about debunking myths, and most importantly it’s about reminding drivers that there is no grey area – if you drink, don’t drive.'

The media for the campaign is being handled by OMD.