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• “Winter Safer Journey Campaign”
COUNTRY United Kingdom
TIMING 2006 > 2012
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Northern Constabulary
  • Grampian Police
  • Northsound Radio
  • Moray Firth Radio
  • AA (Automobile Association)
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OBJECTIVE

  • To promote road safety through winter key celebration campaigns.
  • To raise awareness about the dangers of driving in bad weather.
  • To raise awareness of drink-driving.

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DESCRIPTION OF THE INITIATIVE

  • The campaign was highlighted through Central FM by daily features on the "Vox Pops" breakfast show and infomercials, containing "top tips" ending with the tagline "Central FM, Central Scotland Police and Diageo – Clear thinking, responsible drinking", throughout the day-time, prime-time and drive-time hours.
  • The winter campaign highlighted the dangers involved in winter driving, drink driving and advised motorists of their priority vehicle checklist in winter time.  It also included promotional air fresheners containing "top tips" for responsible drinking throughout the festive season as well as a four-week advertisement campaign on the backs of buses with the message "DO NOT: drink and drive, lose your licence, lose your job, lose your life, be a loser".
  • One of the key elements of the 2011/12 campaign was the promotion via social networking sites, with teaser trailers for the campaign broadcast across Twitter and Facebook and linking into Northern Constabulary’s YouTube channel.  The videos were conceived and produced in house by the Northern Constabulary Corporate Communications team and highlighted the winter safety checks which were available from the AA at local road shows.   
  • In 2012 AA patrols provided free vehicle checks at Tesco stores during November and December.
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IMPACT

  • Overall the campaign saw over a million Scots living in an area totalling almost 14,500 square miles urged to drive safely (per year).
  • Following the success of the three year partnership with Central Scotland Police and Central FM the campaign was awarded the Prince Michael of Kent International Road Safety Award in December 2008. It was also backed by the Automobile Association.
  • From a local perspective the campaign won widespread public support when taken into the heart of the local communities, including shopping centres, retail parks, hotels and public houses.
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EVALUATION

  • Evaluation of the campaign showed a positive decrease in drivers found to be over the legal alcohol limit.
  • In Central Scotland over the 2006-2009 period, road fatalities dropped by 63% with drink-drivers down by 18%.  Northern Constabulary saw road deaths down by 39% and drink-drivers down by 10% and Grampian also saw the number of drink-drivers fall by 12% over the same period.
  • During the first year of the campaign in 2006/2007 five people were killed; 335 were seriously or slightly hurt; one child was killed; eight children were seriously hurt while 32 were slightly hurt and 259 people were injured; and 169 people were detected drink driving.  During the campaign for 2010/11 nobody was killed; 155 were seriously or slightly hurt, no children were killed, one child was seriously hurt while five were slightly hurt and 130 people were injured and 105 people were detected drink driving. (Central Scotland Police).
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