Prior to November 2025, South Australian Police roadside drug tests were unable to detect cocaine, meaning those driving under the influence were flying high under the radar. But this has all changed with new technology now able to detect cocaine, long after the effects have worn off.

Cocaine users have had a long-standing perception that driving under the influence of cocaine is justified because they can’t be detected. Their behaviour is often noted as being obnoxious, overconfident and bordering on aggressive, fuelled by the idea they won’t be caught.

We needed to accurately portray cocaine use for what it was, without making it appear as being a ‘fun’ thing to do. By tapping into the core behaviours, and the very real consequences, we wanted to change the overall perception of drug driving in a way that would cut through to the target audience.

As an extension of our Reality Hits Hard campaign, we focused on the turn of events that occur for those under the influence of cocaine to load a sense of paranoia, dialling in on the ramifications and making cocaine users reconsider their choices. With the creative rolling out across video, radio, digital and social media, we brought the campaign together to deliver a very clear message to cocaine users – it’s the end of the line.