Responsible drinking programmes
supported by European spirits producers

• “Safe Drive Stay Alive”
COUNTRY United Kingdom
TIMING 2004 > 2012


  • Diageo


  • Community Safety Partnership in Fife, Central Scotland and Grampian regions
  • Fire and Rescue authorities in Fife, Tayside, Grampian and Central Scotland
  • FMC Technologies
  • Exxon Mobil
  • Rothes Halls
  • Kingdom FM


  • To reduce the number of road traffic fatalities and injuries among 16-25 year olds.
  • To increase young drivers/passengers awareness of safe driving practice and the potential consequences of dangerous behaviour on the road.
  • To raise awareness of the seriousness of speeding and bad driving habits.


  • Safe Drive Stay Alive (SDSA) was an annual multi-agency road safety event led by Fife Fire and Rescue Service.
  • The hard-hitting 90 minute road show was launched in November 2002 in an attempt to reduce the number of young drivers killed or seriously injured on Fife’s roads every year.  It targeted students (16-25 years) from Fife’s secondary schools and colleges.  Parents are also invited to the event.
  • The show was delivered annually over the course of a week and format involved the use of audio - visual displays alongside staff from the various emergency services and other volunteers (including parents of road traffic collision victims and road traffic victims themselves) who shared their real life experiences with the audience.  The multi sensory production was designed to be thought provoking and emotive, highlighting the prolonged effect that a road crash has on the driver, the survivors and their families. 
  • The show covered the dangers of bad driving habits and looked at good driving practices; such as speeding and seatbelt wearing and use of mobile phones whilst driving.  
  • A dedicated website was launched in 2007 (no longer live) that covered topics such as: the dangers of drink-driving; speeding; use of mobile phones at the wheel and failure to wear seatbelts.  It also had key regional statistics and interactive functions within a forum.
  • For the 2012 show contributions of a free car for a year and free insurance were provided by Fife SEAT and Swinton Insurance. 
  • A video is viewable on youtube and the Facebook pages have been created (Fife, Tayside and Central).


  • In 2007, the initiative received a Prince Michael of Kent International Road Safety Award for the "Young Driver Education" Category.
  • In 2012: There were many positive comments on social media sites utilised by Fife’s Community Safety Partnership (CSP), and an increase in Twitter followers and ‘likes’ on Facebook (430 followers on Twitter and 412 ‘likes’ on Facebook). 
  • Over the ten year period (2002-2012) Safe Drive Stay Alive was seen by nearly 45,000 people in Fife.  The video (2006-2012) was seen over 20,000 times.
  • In 2013 the Fife Community Safety Partnership’s ‘Safe Drive Stay Alive’ roadshow won the Most Effective Road Safety, Traffic Management & Enforcement Project at the Scottish Transport Awards.  As well as being recognised in Fife as a worthwhile initiative the format has been adapted by other community safety partnerships throughout Scotland and the rest of the United Kingdom.


  • Annual evaluations have been undertaken to ensure the show remains fit for purpose and trends in driver behaviour are taken cognisance of.  For example the use of mobile phones has become more prevalent within the show and the use of social media for feedback has been developed. Attendees are able to post feedback on social media sites such as Facebook and Twitter during and following the event, and these are monitored and incorporated into the evaluation.  Evaluation takes place approximately three to four months after the show.  Attendees are asked questions about their attitude to their own driving behaviour and also that of their attitude towards driver behaviour when they are a passenger.  The evaluation focuses on how the attendees would react if they felt uncomfortable with the behaviour of the driver of a car they were a passenger in. 
  • The 2011 evaluation was completed by 538 attendees demonstrated a decrease in speeding and an increase in seatbelt use, with almost 85% reporting they always wear a seatbelt.  The most prominent results of the unmatched sample are the positive results for several predictors of behaviour for females and negative results for males.  This includes an increase in intentions to drive more safely for females and an increase in social norms whereby females felt their friends were less likely to speed and more likely to slow down for corners and other changes in the road after the intervention.  Conversely for males, their risk perception, outcome expectancies and intentions around safer driving behaviours all decreased.
  • Safe Drive Stay Alive has contributed to a decrease of 43% in Fife’s road casualties since 2002 (1056 in 2002 to 549 in 2012) and a 65% decrease in fatalities from 20 in 2002 to seven in 2012.  As well as fewer victims and bereaved families and communities, this decrease in road casualties has financial savings for partners that would be involved in dealing with a road traffic collision. The average cost of dealing with a fatality is £1,938,455. In 2004 there were 30 fatalities on Fife’s roads costing around £58M, and with six fatalities in 2012 (costing approximately £11.5M), Safe Drive Stay Alive has contributed to financial savings in the region of £45M in these eight years.
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