You Deserve It - TIO Drink Driving Campaign

The TIO 'You Deserve It' drink driving campaign focuses on the concept that if you drink and drive, you deserve to be caught.

The campaign includes a 30 second TV commercial and three radio commercials, airing on all commercial stations and digital cinemas in the Northern Territory.

"It's a shocking reality that half of all deaths on NT roads are alcohol related," said Paul Jameson, TIO General Manager Motor Accident Compensation (MAC).

"Many people think they are not 'drink drivers' because they believe they are not over the limit. But the reality is reflected in the tragic statistics and in our road toll."

Commencing on Sunday 10 July 2011, the campaign runs for an initial 4 week period just in time for the busy dry season social calendar.

The campaign aims to raise awareness about police enforcement but approaches the challenge from a new perspective, recognising the role that drinking plays in our culture but leaving the audience with a clear choice and consequence.

"Our message is simple: you don't have to be drunk to be a drink driver. If you have a few drinks, whether it's at a barbecue, out to dinner with your partner or at after-work drinks, plan ahead and arrange a sober bob."