2005-2006 Campaign Overview

In the 2005 campaign, emphasis was placed, not only on drinking at night, but also on the "Morning After" effect. The "Don’t risk it" message was promoted in support of the ACPOS Summer Safety and Festive Safety Campaigns.

Summer activity consisted of the "Morning After" message running on 115 outdoor sites across Scotland for two weeks in September 2005. There was extensive media coverage and the campaign featured on 28 broadcast news bulletins across 10 Scottish regional radio stations. TV, national, regional and local press titles also covered the issue.

The Festive Campaign had two strands: the first was two "Morning After" radio adverts supported throughout Scotland by the distribution of almost 600,000 beermats, and by 105 six-sheet panels. The second strand addressed the fact that, for most people, the risk of being caught poses the greatest threat; the "Crimestoppers" radio advert was broadcast during the same period. This was supported by A3 and A4 "blue light" posters which were distributed through local road safety units.

There was excellent coverage on the increase in the number of females caught drink-driving, and on penalties and lifestyle consequences. 21 articles were carried over the UK national and Scottish press, and the issue also penetrated regional and local community press titles. TV and radio broadcasts on all major news networks in Scotland across 35 news bulletins also featured key road safety spokespeople explaining the risk to drivers’ lives, licences and lifestyles. National advertising underlined the risks of drinking and driving.

Creative work for a new drink- drive TV campaign began early in 2006. The advert will seek to affect a behaviour change by focusing on the real threat of being caught and convicted of drink-driving, and is likely to air in summer 2006.