Not worth the (beep) risk

‘Not worth the (beep) risk’ demonstrates the consequences of losing your licence from drink driving. It is told through influential people in the driver’s life who are affected by the decision to drive under the influence of alcohol. Drink drive? Not worth the risk.

Last updated: 17 December 2024

close up of a mans face with text it so beeping sucks losing my licence over the top of his mouth

Drink driving remains a leading behavioural factor contributing to road trauma in WA, with alcohol suspected in 20% of road fatalities based on the 5-year average (2019-2023).

Previous campaigns over many years have been effective in reducing road trauma, yet 13% of WA drivers still drink drive despite knowing the danger.

This campaign targets people who are likely to drink drive as well as the general population, as they are the advocates reinforcing that drink driving is unacceptable behaviour.

Drink drive? You are risking:

Legal penalties and financial costs

Losing your licence

Emotional stress

Job loss if your job requires a licence

A potential criminal record, depending on the level of alcohol in your blood

You could lose a lot – It’s not worth the risk.

Media channel and creatives

The ‘Not worth the (beep) risk’ campaign utilises a multi-media approach across television, broadcast/catch-up TV, radio, digital, social media, press and out-of-home advertising.