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• “You choose who you are going to meet tonight”
• “Tu alegi cu cine faci cunostinta in seara asta”
COUNTRY Romania
TIMING 2011 > Ongoing
THEME
Drink-driving

CONTRIBUTOR

  • Romanian Forum For Responsible Drinking
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PARTNER(S)

  • Federation of Alcohol Industry and Spirits from Romania (Garant)
  • Romanian Traffic Police
  • Romanian Consumers Protection Association
  • Romanian Brewers Association
  • 2011 and 2012: spiritsEUROPE (partly funded through the budget line programme)
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OBJECTIVE

  • To reduce the number of road traffic accidents caused by drivers under the influence of alcohol.
  • To raise knowledge and awareness of the impact of alcohol on driving performance.
  • To promote an alternative to drink-driving in the target group (18 to 30 male year olds).
  • To promote an alternative means of transport after a night out drinking.
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DESCRIPTION OF THE INITIATIVE

  • As a pre-campaign teaser to raise curiosity, car fresheners were distributed by the Romanian Police and by TV stars Nico and Delia Matache on 17 March in Bucharest. The car freshener showed a crop of the poster on one side and the logo of the Romanian Traffic Police's campaign on the other.
  • The communication campaign, launched May 2011, carries the message: "You choose who you are going to meet tonight The police or a taxi driver? It's up to you to choose to get home safely after having consumed alcohol". The message was communicated (until 2013) via: 
    • A travelling branded car called a PoliTaxi, placed on a stand, which tours nationwide.
    • Inserts in the on-trade media magazine 24FUN (an on trade guide for parties and events, distributed nationally in selected networks).
    • An A3 size poster displayed in police stations.
    • A web banner placed on 24fun.ro linking to the campaign webpage (displayed until December 2011).
    • A 30 second spot uploaded to youtube and the website.
  • The communication campaign is also supported by a dedicated webpage on the Responsible Drinking website where more information can be found.
  • In 2014 activity was spent on consolidating research, keeping stakeholders’ engagement and supporting PR initiatives.   A series of events with the campaign’s key partner – the Romainian road police - took place featuring the car.  
  • In 2015, and after police approval, the campaign was moved online and a dedicated Facebook page (facebook.com/politaxi) was launched.  The page is updated regularly and RFRD member companies share posts onto their pages to maximise potential coverage of the messages. 
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IMPACT

  • In 2011: 1,000 car fresheners were handed to drivers and pedestrians during the pre-campaign promotion and a press add was printed every two weeks (total of 15 editions) reaching a total of 360,000. The magazine is distributed in over 650 locations in Bucharest. 100 posters were displayed in 40 police stations nationwide and all 10 police stations in Bucharest.
  • In 2012: More than a million saw the Politaxi (estimated traffic around where the car was placed in each city, with a 2+ reach).  In Bucharest (9 February to 29 March) the campaign was mentioned once on national TV and once on regional TV.  In Brasov (23 April to 15 May) the campaign was mentioned on 3 times on prime time TV news, online in 15 articles and 3 articles in printed publications.  In Sibiu (15 May to 19 June) the campaign was mentioned on 6 news programmes (reaching around 1,455), in 4 articles in printed publications (reaching around 35,297), in 3 radio news programmes and had 8 online press releases (radio and online reached an estimated 22,183).  In Cluj (20 June to 27 July) the campaign was mentioned on 2 prime time news programmes and in 8 articles online. In Constanta (28 July to 24 September) the campaign was mentioned on 2 prime time news programmes, in 3 print articles and in 10 online articles.  In Iasi (3 October to 15 November) the campaign was mentioned on 2 prime time news programmes, in 2 print articles and in 9 online articles.
  • In 2013: the campaign reached an estimated 3 million people both seaside residents and day visitors at the trendiest seaside/clubbing resort in the Black Sea area (Mamaia) during the summer for 10 weeks. 
  • Online: An estimated 1 million displays of the message.
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EVALUATION

  • The campaign is evaluated before and after each wave using the CATI methodology (Strategis Research and Business Consulting).
  • The pre campaign's aim was to provide a benchmark evaluation. 150 respondents (70% male/30 female) took part. 50% were 18-25 years and the other half were 26-45 years. All consumed alcohol on a regular basis and have a driving license. Results showed that: Beer and wine were preferred by most interviewees; 40% usually have a drink in bars/pubs or restaurants or at a terrace and the majority drink in the company of family or friends with only 3% preferring to drink by themselves.
  • Research conducted in October 2013 (800 respondents 48% male, 52% female. 18-59 years old) showed:
    • The incidence of drink driving among male drivers below 45 years old had decreased (- 4% in 2013 vs 2012). 60% had seen a “don’t drink and drive campaign” (32% in 2012 and 2011).  
    • 71% had seen the “You Choose” campaign (vs 32% in 2012).
    • 95% claimed that they would not drink-drive in the future (85% in 2012).
    • The percentage of people who consider drink-driving is on downward trend (-1% 2012 vs 2011 and -4% in 2013 vs 2012), this being generated by the increased efforts of all alcohol producers on visibility of the campaigns as well as increased fines and Police raids.
  • Research carried out in 2015 by Omnibus (1064 respondents, 55% male, 45% female) showed a decrease of 11% in the percentage of consumers who admitted to drink driving when compared to 2012.
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