After 16 years it was time to find another angle to the drink drive story. This shows how the grief and guilt at killing a young child affects every waking (and sleeping) moment of a man's life.

On watching the commercial in market research, one habitual drink driver remarked If you're going to drive, you shouldn't drink at all. The message got through.

The driver was played by a 33 year-old; first, make-up reduced his age by 10 years, then it aged him by 30 years.

Launched: 2005.
Victorian lives lost that year: 345.

Transport Accident Commission Victoria.
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