drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Morning After campaign”
COUNTRY Ireland
TIMING 2007 > 2014
THEME
Drink-driving

CONTRIBUTOR

  • Drinkaware (previously MEAS)
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PARTNER(S)

  • The Road Safety Authority
  • An Garda Síochána (Irish Police)
  • Local Area Safety Offices
  • Petrol Stations
  • Retail Outlets
  • Taxi Drivers
  • Festival Organisers
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OBJECTIVE

  • To raise awareness of what a standard drink is – a glass of beer, or a small glass of wine, or a pub measure of spirits – and the period of time it takes the body to eliminate it.
  • To reduce incidences of road collisions due to “morning after” drink-driving when many individuals are unaware of the continuing effects of alcohol.
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DESCRIPTION OF THE INITIATIVE

  • Radio/TV adverts and posters displayed in pubs and clubs explain how traditional "stomach liners" or "cures" doesn’t speed up the process by which alcohol is eliminated from the body. Ads are timed to be delivered during those critical hours of the “Morning After”.
  • A handy, "ATM" sized information card details what a standard drink is, how long it takes your body to get rid of alcohol, as well as providing space to write down a taxi phone number. The cards are specifically designed to be kept for future reference. Available in English, Irish and Polish, they are distributed through An Garda Síochána plus a broad range of organisations and companies who support the campaign.
  • The "Morning After" campaign messaging has been modified to include the challenge "Think X behaviour is okay, Think again." The message is replayed on radio as "Think it's okay to drive the morning after, think again", in order to complement the "standard drinks initiative".
  • From 2013, the campaign is also supported with digital media on sites such as Facebook, entertainment.ie and the journal.ie, The key campaign messages; what a standard drink is and; the length of time it takes the body to eliminate it are also displayed on Ticketmaster event tickets.
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IMPACT

  • Until May 2014:
    • Over 4.2 million "Morning After" information cards have been distributed.
    • 'Morning After' message displayed on over 6 million Ticketmaster event tickets.
    • 605 posters were displayed in colleges and hospitality premises.
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EVALUATION

  • Results of independent qualitative research conducted by Millward Browne Lansdowne (amongst a nationally representative sample of over 18's) in January 2014 shows:
    • 56% of respondents now know the correct definition of a standard drink compared with 47% in November 2008.
    • The percentage of respondents who know the length of time it takes the body to eliminate one standard drink has increased sharply, from 16% in November 2008 to 48% in January 2014.
    • 74% of respondents say that they now are more likely to “organise transport to avoid anyone drink-driving”. 
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