1. Broome Aboriginal Media Association - Aboriginal Drink Driving Media Campaign - $21,571.00

This project will use Aboriginal media outlets in the Kimberley and the Pilbara to target Aboriginal people with the aim of changing their attitudes, beliefs and behaviours in relation to drink driving. The project will involve the production of a new Aboriginal Drink Driving Road Safety Television Commercial. It is thought best that a new commercial be produced to replace the television commercial that was broadcast in 2002 & 2003. With new equipment technology and a fresh creative approach it is felt a new television commercial will prove to be more impacting and effective. This project proposes to broadcast the commercial  on a local Broome Aboriginal Television Station as well as to 10 Remote Aboriginal Communities in the Kimberley and Pilbara regions using the Broadcasting in Remote Aboriginal Community Scheme (BRACS).

The production of a 30 second radio advertisement is also proposed to back up the drink driving messages in the television commercial. It will be produced in Broome and be broadcast to at least 13 remote Aboriginal Communities and 4 Kimberley towns through the Pilbara and Kimberley Aboriginal Media Network (PAKAM). The same Aboriginal role model used in the television commercials will again be employed to do the voice over in the radio advertisements to allow for recognition and continuity of the message. All commercials will run during the a twenty two-week period of the Road Safety Council’s Rural Drink Driving campaign from 15th September 2004 to 15th January 2005.(Please see additional notes below)

ADDITIONAL NOTES

Although all the abovementioned dates do not fall into the Road Safety Priority Planner for 2004/05 and because, due to unforseen circumstances, the Broome Aboriginal Media Association did not submit an application to allow for the potential broadcast of  drink driving messages in July and August 2004 as was intended. This means that drink driving messages targeted towards Aboriginal people in the Kimberley’s and Pilbara will not have been broadcast for more than 12 months. With drink driving being the most critical issue in these regions, an application is being made to run from mid September and to include the next scheduled campaign due to run in November, December 2004  and January 2005.

2. The Sunday Times Margaret River Wine Region Festival - The Fusion of Margaret River Wine Region - $4,500.00

After the success of the inaugural 2003 Fusion where 4200 attended we anticipate 6000 for 2004! The Fusion on Saturday the 20th of November hosted in Cowaramup is the hub event of the (4 day festival hosted November 18 -21) 65 wineries, boutique breweries, regional food and produce stalls, art and live music are presented during the day's agenda. We are requesting assistance from RoadWise to implement a Safe Drink Driving Campaign as part of the event via:

• The presence of the Cape Naturaliste RoadWise Committee with a breathalyser and safe drink message (Pete Keilly has indicated that their presence during the 2003 event was noted as the group’s most significant promotion within the region for the year).
• Financial assistance to subsidise free water for “skippers” attending the event.
• Financial assistance to subsidise and promote the bus shuttle to the event from the town centres of Busselton Margaret River and Dunsborough.

3. Mount Barker Agricultural Society - Qantas WA Wine Show Committee - Reducing the risk of drink-driving at a public tasting at the Qantas-WA Wine Show - $1,350.00

The Wine Show Subcommittee of the Mt Barker Agricultural Society conducts the annual WA Wine Show in Mt Barker, and has done so since its inception in 1978. The WA Wine Show is an integral part of the Australian wine show system, as it enables Western Australian wine producers to have their wines judged by expert panels against their peers. It attracts the highest level of wine judges, including interstate and sometimes international judges, who allocate a score to each wine.

For the first time, a ‘public tasting’ is to be conducted as part of the 2004 show. The aim is to provide members of the general public, including the tourism operators and wine retailers, with an opportunity to get a glimpse of the machinations of a wine show, and to taste a wide selection of Western Australian wines. In doing so, the sub-committee expects consumers to have an increased awareness of the significance of the show and the quality of WA wines. The public tasting will attract people from around the region, with most coming from Albany which is 50km from the venue. As there is no public transport, the majority will drive to the event.

The activities of this project incorporate the development of a series of strategies designed to limit the occurance of drink driving among the general public attending the event. Attendees will, on entry to the ‘public tasting’, be provided with a specially marked tasting glass (with 20ml tasting line and the SSSSS message – see below), tasting vouchers and a ‘guide to making the most of wine tasting’. The tasting vouchers will inform attendees about how to stay under 0.05 and that each five 20ml tastes equals one standard serve of alcohol. The glasses will also wear a paper ‘collar’ around the base of the stem that will be printed with the drink-driving message of  “arrive safely...don’t drink & drive”.

The tasting guide will carry the slogan “don’t believe what your mother said...ladies (and gentlemen) DO spit.” It will emphasise the SSSSS technique for wine assessment – which is the same technique used by the wine judges – of Swirl, Sniff, Sip, Swish and SPIT. Previous testing (in 2003) of wine judges at this event has shown that it is possible for a person to assess wine for a whole day (6 hours) using this technique and have a zero blood alcohol level at the conclusion of the day. The guide will explain some basic wine assessment terms, as well as general tips for maintaining low BAC (e.g. not drinking on an empty stomach) and also emphasise the importance of not drinking and driving. A welcoming poster, with a summarised version of the tasting guide will also be developed and clearly displayed inside the venue near the entry point.

The event will be staffed by stewards, who will accept the vouchers and pour the wine samples. The stewards will wear a badge bearing the words “spitter spotter” and will monitor the wine tasting behaviour of participants. Entrants will be limited to the 10 tasting vouchers they received upon entry. They will have the opportunity to get another set of 10 tasting if they have been observed by the stewards to be ‘spitting’ and not deemed to be drunk. We are also currently examining possibility of Responsible Alcohol Service training for stewards. The vouchers will also carry the SSSSS message. Basic food platters (bread, crackers, olives, cheese) will be provided at strategic points around the venue, along with jugs of water. Clearly marked spittoons will also be provided. The tasting will be open for a two-hour period on the Friday afternoon 15th October, 2004 at the Mt Barker Recreation Centre. The Great Southern RoadWise Officer has agreed to provide a ‘Drink-Check’ station using a breathalyser near the exit of the venue to offer patrons the opportunity of becoming aware of their blood alcohol concentration and how it relates to consumption. If possible, the RoadWise Officer will be accompanied by the regional Police Officer responsible for alcohol control and will advise patrons not to drive if they are at risk of driving with a BAC close to or exceeding 0.05.

The aim of this project is to reduce the prevalence of drink-driving and the associated harm it brings, particularly amongst consumers attending the ‘public tasting’. The key objective is to educate consumers about the technique for wine assessment used by wine judges and how consumers can enjoy wine tasting without risking drink driving. The following activities will educate and behaviorally reinforce low-risk consumption:

• Provision of marked glasses (20ml tastings) with message ‘collar’
• Tasting guidelines & vouchers limiting the number of tastings that an individual can have
• Poster
• Spittoon Signage & Spitter Spotter badges
• Drink Check breathalyser to test BAC before leaving

4. City of Mandurah RoadWise Committee - City of Mandurah RoadWise Road Toll Silhouette Program 2004 - $1,860.00

Repeat and improve upon the City of Mandurah RoadWise Road Toll Silhouette Program initiated in 2003, which won the 2003 Non – Metropolitan Excellence in Road Safety Award. This is a community project with the aim to stimulate public interest in serious road crashes and the drink driving issue. 3 sets of 13 full size silhouettes representing the 13 killed in Peel road trauma since January 2003 (10 males aged 17, 18, 20, 22, 24, 28, 35, 39, 56, and 77; 3 females aged 18, 25 and 86), plus an additional 4 silhouettes for display around Mandurah at the same time as the roadside displays, are to be prepared by Mandurah's youth (students of Mandurah Senior College, Frederick Irwin Anglican High School, Foundation Christian College and the Billy Dower Youth Centre). The RoadWise Committee will provide them with details of those killed on Peel Roads (number, sex and age). The students under supervision of their arts teachers / activity manager will prepare the silhouettes out of coreflute by tracing around their own bodies, and personalizing them with paint (blue for males, pink for females), plus 1 – 3 words to describe who it could have been eg “my mate”, “I loved surfing”. A small white, glow in the dark cross is to be incorporated at the base of each silhouette.

Students will be provided with a bookmark promoting the silhouette program and the Don’t Drink and Drive message. Other bookmarks will be available where the additional silhouettes are displayed - at the Mandurah library, City of Mandurah council office, the Mandurah Senior Citizens Centre, the Mandurah RAC branch at Mandurah's largest shopping complex, Police Office and the S.E.S stand at the City of Mandurah Christmas party.

The silhouettes will be displayed at the schools for other students to see before being collected by the RoadWise committee for erection on three separate road verge sites with high traffic volumes from December 2004 to early January 2005. Signage prior to the silhouettes will read “PEEL ROAD DEATHS SINCE JANUARY 2003”. Signage after the display will read “DON’T BE NEXT” followed by “DON’T DRINK AND DRIVE” – which will correspond to the Road Safety Strategy for that time period.

5. Great Southern Road Safety Coordinating Committee - Great Southern Road Safety Media Campaign - $5,790.00

Bi-monthly for a 12 month period we would like to have a large advert in the local papers in the Great Southern Region dealing with Speed, Drink Driving, Restraints, Fatigue, Slower Travel Speeds and Safer Roads in context with the Office of Road Safety Campaign for that period. The adverts would be of regional significance in areas that surround these priorities thus giving ownership and a better understanding to local communities of how these issues effect them. With the advert we would like to run a bi-monthly competition taking the form of question and answer and also the short essay approach (eg  in 20 words what do you think of this etc). There will be small prizes bi-monthly and a more significant prize draw quarterly. By doing the competition it will also be part of our evaluation process.

6. City of Melville - Melville Community Road Safety Forum - $1,112.50

Organise, prepare, host and deliver a Forum to the Community providing information on key road safety strategies and initiatives to reduce road trauma. The Forum is to be held on 30 September, 2004 and will provide information on Road Safety including:

• Messages which coincide with the State Road Safety Council’s monthly campaign (Speed) and presentation of the latest speed television advertisement;
• Education on Safer Modes of Travel, including:
• Safety tips for pedestrians including the rights of pedestrians as road users and safe pedestrian behaviours;
• Presentations about walking, cycling and public transport and their relative safety as alternative forms of transport; and
• Promotional material for TravelSmart;
• A presentation on Affirmative Action, demonstrating how the community can assist in making a difference in achieving road safety objectives;
• A presentation on protecting vehicle occupants (restraints, airbags and promotion of ANCAP ratings for motor vehicles) and passenger rights;
• Posters, photos and displays to promote Road Safety and campaign targets including Fatigue, Seat Belts and Alcohol;
• Trivia and puzzles with road safety themes to encourage interactive participation in the Forum (including prizes);
• A display which allows participants to test their reaction times (subject to availability); and
• Interactive displays from the WA Police Service (subject to availability).

7. City of Melville - Local Roads Reminder Bumper Stickers - $1,160.00

This project aims to promote knowledge and change behaviour through increased publicity, reminding drivers of the 50 km/h Local Roads Speed Limit through area-wide distribution of a new bumper sticker. By participating in this project, drivers are accepting responsibility and taking ownership of road safety and committing to the local road speed limit. Expected outcomes include an overall reduction of speeds on local roads and increased compliance with the 50 km/h local road speed limit, as well as a reduction in the incidence and severity of crashes on local roads.

8. City of Armadale - YAC Road Action - $4,564.00

The local Kelmscott Agricultural Show attracts 20,000 people of which 30% are in the 17 – 25 age group, this group represents the most at risk group of drivers on our roads. Unfortunately this group is hard to target successfully as the messages are delivered by government, police, parents and teachers, who are seen to “come from the dark ages” and don’t know what they are talking about. This is a direct quote from members of Armadale YAC group.

With the assistance and encouragement from an Armadale Roadwise Committee member, YAC decided to make their stall at the show the YAC Road Action stall. By encouraging people of their own age to read road safety information being handed out at the stall, YAC will be promoting a clear road safety message. The aim is to reduce vehicle crashes thereby reducing fatalities. There will be two focal points Speed and Drink Driving. There will be “show bags” containing safe drink limit cards, litter bags, car deoderisors etc with road safety messages.

9. Leeman RoadWise Committee - Leeman RoadWise Committee – Road Safety Bonanza - $1,000.00

The Leeman RoadWise Committee is conducting a Road Safety Awareness Campaign in the Leeman & Green Head towns over the fortnight commencing on the 1st November 2004. This is the fortnight that leads into the commencement of the 2004/05 Cray Fishing Season when the population of the towns increase dramatically with fishermen who fish this part of the coast for the “Whites” (The first six weeks of the Cray season).

The campaign is being designed to educate the community about the dangers and effects of speeding, drinking and driving, non use of bike helmets and general road safety as well as changing their habits with regards to the issues that will be addressed. The campaign will include the Speed Alert Mobile (SAM) being set up daily within the Sub District at various locations in the area to educate motorists their actual speed and alert them when they are exceeding the speed limit. School education sessions will also be conducted over the fortnight teaching Road Safety and a bike helmet campaign where children will be awarded an ice cream voucher at a school assembly when ‘spotted’ wearing their bike helmets around town.

The campaign will also include a “Know Your Limit” awareness sessions at both the Green Head and Leeman Sporting Clubs on Friday 12th November 2004. Friday is the busiest night for both these clubs and, being the final weekend prior to the Cray Season, it is anticipated that numbers will exceed 300 people between the two clubs. Both venues will actively promote the event and are happy to assist with the promotion of safe drinking practices on the night. The “You’re never gonna know if you don’t go and blow!” sessions will be used to be educate people about the effects of alcohol on their driving capabilities, standard drink sizes, giving them the opportunity to blow in the breath analysis machine and try on the Fatal Vision Goggles. The Don’t Drink and Drive message will be placed on all promotional material and be promoted throughout the towns extensively over the Road Safety Council's next Drink Driving campaign that commences the same weekend – 14th November 2004.

Local police will constantly monitor progress and enforce any laws that are breeched throughout the campaign and after its conclusion.

10. City of Gosnells RoadWise Committee - Cop Some Cash October 2004 - $2,000.00

To repeat the very successful program conducted in 2003 of Cop Some Cash run in conjunction with the local community radio station 107.4 FM, Gosnells RoadWise Committee and the Gosnells Police Station. The project is based on rewarding drivers sticking to the posted speed limit with prizes and promoting the Office Road Safety campaign at a local level and through community radio. When a safet driver is "pulled over" by the Police, one of the committee members accompanying them conducts a live interview for the radio station, as the reward ($50.00) is handed over. For every driver rewarded another listener who is not driving will be rewarded. Listeners will be encouraged to text the speed campaign slogan "Drop 5. Save Lives" to the radio station and be eligible to enter the prize draw. It is proposed to run this project during October to coincide with the Road Safety Council Speed Campaign. It will also support Community Safety Month and will be registered on the community safety month website.