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• “Don't Drink and Drive”
• “Не карай пил !”
COUNTRY Bulgaria
TIMING 2007 > 2007
THEME
Drink-driving

CONTRIBUTOR

  • spiritsBulgaria
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PARTNER(S)

  • Plovdiv Regional Police Department
  • 2007: spiritsEUROPE (partly funded through the budget line programme)
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OBJECTIVE

  • To raise knowledge and awareness of both the impact of alcohol on driving performance and of existing control measures (BAC limits, sanctions).
  • To promote the designated driver concept.
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DESCRIPTION OF THE INITIATIVE

  • The pilot campaign ran from June to September in Plovdiv, chosen because it is the second largest city in Bulgaria and has a high record of alcohol-related accidents. Materials included 4x3 meter billboards along the major roads, posters displayed in the city centre and flyers. 
  • Plovdiv Traffic Police partnered the campaign by displaying posters in their buildings and distributing information flyers at regular traffic police check-points.  They also awarded mp3 players to "responsible drivers" that complied with traffic legislation.  The mp3 players contained the pre-recorded "let's make this evening finish in the same way it began: in a good mood and without any reason to regret. We've got good advice for you when you are about to go out at night: don't risk sitting in a car if the driver has drunk, think about your life, and preserve the life of the others!! Don't drink and drive" message.  Officers also collected feedback for the post campaign evaluation.
  • A press conference was held for the official launch of the campaign.
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IMPACT

  • Around 4 million people were reached through flyers, posters, recorded messages in mp3 players, billboards, press and TV.  2,000 posters were displayed in the city, 14 billboards were erected along major roads and 600 mp3 players were given to "responsible drivers."
  • The campaign was included in the nomination list for the 2007 Annual Responsible Business Awards of the Bulgarian Business Leaders Forum in the category "cause-related marketing".
  • The campaign was included in the Government's draft National Strategy to Reduce Alcohol-Related Harm.
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EVALUATION

  • Telephone interviews with 100 people who had received an mp3 player revealed that:
    • They fully remembered the "Don't Drink and Drive" campaign message in it.
    • 99.5% found the campaign effective, especially with young adults.
    • 30% said they talked to friends about the campaign and their relationship with the police force.
    • 68% said more education for young adults was needed, such as campaigns, lectures and talks in schools.
    • The approach was found stimulating as children "controlled" parents on the road (to get the chance to win a gift).
    • 18% believed more in the traditional approach of controls and sanctions.

  • Impact on road traffic accidents:
    • 19.8% decrease in drivers under the influence of alcohol between September 2006 and 2007.
    • Decrease from 6.5% to 1.3% in the total of alcohol-related road traffic fatalities and injuries between September 2006 and September 2007.
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