Think! don’t drink and drive

Press release - 26 July 2007

Shropshire County Council’s road safety team is informing all drivers about the new national don’t drink drive campaign which was launched earlier this month.

The new £3 million campaign aims to highlight to all drivers, but in particular young men aged 17 – 29, that a drink drive conviction has the potential to ruin their life.

The new campaign
The new strategy represents a significant shift from previous 'crash' drink drive advertisements and instead focuses on the personal consequences of a drink drive conviction. The strategy was developed as a result of independent qualitative research which found that:

• Young men thought that the chance of having a crash was extremely unlikely and that you would have to be drunk driving.
• The personal consequences of a drink drive conviction (i.e. 12 month driving ban, fine) were 'news' to them; had a profound effect on them; and could be possible after driving with relatively small amounts of alcohol (1-2 pints).
• There is a 'moment of doubt' when the target audience is considering how much they may drink to remain under the Blood Alcohol Concentration (BAC) limit. They believe that their risk of getting caught kicks in somewhere around the second pint, but don't know for sure.

The new strategy seeks to exploit the insight provided by the research, and is different in tone from previous campaigns. Although the personal consequences of a drink drive conviction may seem lower key compared to a crash, the target audience believe they are more realistic, relevant, and speak directly to them. They were also seen as more intrusive and thought provoking.

Steve Chadwick, Shropshire County Council’s senior road safety officer, said: “We very much welcome this new, hard hitting campaign. If you were caught driving over the limit, even after just one or two drinks, you would be arrested; receive a drink drive conviction and a criminal record; be handed a minimum 12-month driving ban and could be fined up to £5000.”

Ends

For further information, call Steve Chadwick, Senior Road Safety Officer on (01743) 253216.
For media contact, call Laura Owen, Communications Officer, Economy & Environment on (01743) 253318.