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The latest phase of the Morning After campaign will deliver a morning after drink drive reminder to football fans during the forthcoming Euro 2016 tournament.
Coinciding with the tournament in France, the campaign will run from 10 June to 10 July 2016, with range of resources to remind people how long it takes for alcohol to pass through the body.
The morning after campaign, which has been running for several years, is designed to help normally responsible people avoid the risk of a drink drive conviction – or worse still, cause a collision or casualties while ‘over the limit’.
The campaign includes a website which receives on average more than 30,000 visits each month, and an app which has over 15,000 downloads. The morning after ‘calculator’ can be downloaded free of charge from Google Play and the App Store.
Data from the Government’s THINK! campaign revealed that in 2013 an estimated 740 reported drink drive collisions took place in the morning, and around 5,500 people fail breath tests between 6am and midday every year.
The THINK! research also found that 58% of those surveyed (800 drivers) would have four or more drinks on a night out, and still sometimes take a risk by driving the following morning – with only a third (33%) aware they could still be over the limit.
Simon Rawlings, Morning After campaign manager, said: “With England, Wales, Northern Ireland and the Republic of Ireland all involved this time round, Euro 2016 looks set to capture the imagination of a vast audience across Great Britain and Ireland.
“Friends and families will come together at home and in pubs and clubs to enjoy the matches and, in many cases, a few celebratory drinks.
“Our campaign aims to provide a timely reminder of how long it takes for alcohol to pass through the body, in a bid to help motorists avoid unwittingly driving while over the limit the ‘morning after’.”
The Morning After Euro 2016 campaign artwork is available for road safety teams and other stakeholders to purchase. For more information contact Simon Rawlings on 01379 650112.
This is another article that leaves one frustrated because key statistics required to enable an evidence-based opinion or stance are missing.
We are told that “in 2013 an estimated 740 reported drink drive collisions took place in the morning” and that “around 5,500 people fail breath tests between 6am and midday every year”, but that information is useless without context. I cannot tell from that whether 740 over-represents or under-represents the proportion of over-the-limit drivers in the morning driving population.
Similarly without knowing the annual number of drivers who pass breath tests between 6am and midday and what proportion of the total driving population are over the drink limit between those hours, how can we possibly take anything away from the 5,500 figure?
Charles, England
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This is a good road safety theme. Be better still if there was a nil cost option for a campaign toolkit of information, possible social media posts etc to go alongside electronic versions of the artwork.
Pat, Wales
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