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• “City Manifest - The City that doesn't Drink/Drive”
• “City Manifest-Orasul care nu bea alcool la volan””
COUNTRY Romania
TIMING 2012 > 2012
THEME
Drink-driving

CONTRIBUTOR

  • Romanian Forum For Responsible Drinking
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PARTNER(S)

  • Iasi Municipality
  • Romanian Traffic Police
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OBJECTIVE

  • To encourage drivers to take a taxi home.
  • To reduce the incidence of drink-driving.
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DESCRIPTION OF THE INITIATIVE

  • The campaign builds on the Don't Drink and Drive message and is consistent with the "You Choose Who You Are Going To Meet Tonight" campaign.
  • The pilot was launched in Iasi and ran for a  month from mid October 2012 to mid November 2012. Drivers are encouraged to visit the responsible drinking website to fill in a form which gives them entitlement to a free taxi voucher when visiting certain clubs. The campaign slogan was "If you drink alcohol, do not get behind the wheel". It was widely communicated in the media and promotional activities.
  • A City Manifest Facebook page is used to further communicate the message. 
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IMPACT

  • 500 flyers were distributed inside Iasi shopping malls with a further 1,000 flyers were distributed to taxi drivers.
  • 2 RFRD hostess and 2 policemen promoted the campaign during which 560 vouchers were distributed.
  • 144 radio spots were broadcast during 3 weeks.
  • 2,880 people registered on the website (wich saw a +10% increase during the campaign).
  • Around 5,000 were reached outside the clubs (1/3 of the young clubbing target group).
  • The Facebook page has over 1,000 'likes' (as of January 2013).
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EVALUATION

  • Excellent consumer reactions in field. The most positive reactions for any "Don't drink and drive" campaign in Romania – as stated and confirmed by the National Road Police.  
  • Rather unexpectedly clubbers were very surprised that someone would give them a free taxi in order not to take their own car. 
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