2003-2004 Campaign Overview

In 2003 the funding available for drink drive advertising was not known until June meaning that a tie in with the ACPOS Summer Safety Campaign was not feasible. A summer bus back campaign was also not possible. Most of the drink drive activity was therefore confined to the festive period. The Wheel of Misfortune was however, further promoted via the innovative use of heat sensitive stickers in male urinals. Five hundred of these stickers were placed in pub/club venues for a 4 week period in February 2004. The ‘Don’t Risk It’ logo has continued to be promoted via the British Beer and Pub Association and Scottish Licensed Trade Association members. ‘Don’t Risk It’ window stickers have been produced for display in licensed premises and posters have also been produced for more general use.

The appointment of an external PR Company in 2003 to engage in media relations activity helped in promoting the 'Don’t risk it' Campaign in the press. Newspaper articles on drink driving were secured in November and December in the run up to the Festive Safety Campaign.

More specific articles regarding the Wheel of Misfortune urinal stickers were secured in February and March in a number of local newspapers throughout Scotland.

Market Research UK was awarded the contract to conduct an evaluation of the 2003-2004 festive season campaign. The research showed that males, especially young males, are the high-risk group and that the most appropriate messages for this group were those which affected their lifestyles, namely, losing your licence, and being banned from driving. There was an increase in the number of females who were prepared to drink and drive.