The latest weapon in the war on drink-driving is ... a racehorse.
The Land Transport Safety Authority and police have secured the naming rights for a horse - Dontdrinkanddrive - bred by Sir Patrick Hogan and trained by Lance O'Sullivan.
The theory is that the vision of Dontdrinkanddrive thundering down
the home straight in a blur of police colours will be a timely reminder for punters watching, and enjoying a pint or two, at the racecourse or the pub.
There is the added impact of the race announcer repeatedly calling out that name: Dontdrinkanddrive.
Dontdrinkanddrive's racing colours will be blue and yellow - the same as the police highway patrol.
LTSA spokesman Andy Knackstedt said the lifetime naming rights were bought for $1000. Part-owner Gerard Petersen put the fee at $2000, and said it was given to the Dress for Success charity.
Mr Knackstedt said the price was a steal for a horse with excellent potential.
"The idea is to get under people's radar and get the message to them where they need it most and where they are not expecting to get it. It's obviously a captive audience."
Details of the horse plan came from leaked minutes of meetings of advertising agency Clemenger BBDO; the LTSA had not planned on revealing the venture until closer to the horse's first race next month.
National MP Murray McCully said it was a waste of money.
"I haven't come across anyone who has heard this story and hasn't fallen about laughing. I'm not sure that's how they want road safety messages taken," he said.
But Transport Safety Minister Harry Duynhoven said: "Every time this race horse's name is mentioned we get a free advertisement against drink driving. Brilliant."
