Campaign resonates with target audience
A drink drive campaign launched to coincide with the 2014 World Cup “appears to connect with this particular group of vulnerable drivers”, according to evaluation.
‘Blazed & Wasted’ was developed by Safer Roads Berkshire in conjunction with stakeholders from the fire & rescue service, police, licensing authorities and other partners.
The campaign raises awareness of the consequences of drinking and driving - in terms of being involved in a collision and/or caught by the police - and provides information to help drivers avoid drinking and driving.
Working through a variety of media and “interruption marketing events” the campaign also promotes designated driving and the use of alternative means of transport.
The campaign was launched to coincide with the start of the 2014 FIFA World Cup and UK Road Safety Week. Based on the risk profiling that was used to underpin the development of the campaign, there was a particular focus on drivers up to the age of 25 years.
Evaluation carried out during the campaign shows a “positive effect” on the target audience. 75% of those questioned under the age of 26 years said that they had learned “something” or “a lot” about drink driving; and 60% also said that they were more likely to use an alternative means of transport or designated driver on a night out.
Safer Roads Berkshire say that the campaign may also have had an impact on passenger numbers using a major local bus service which saw a 30% increase in custom during the campaign period.
The full evaluation report is available for download from the Safer Roads website.