Authorities in Scotland have launched their annual festive drink and drug drive campaign – with ‘Gran’ once again featuring prominently, in a bid to positively influence young drivers.
Launched on 28 November by the Scottish Government and Road Safety Scotland, the underlying message of the campaign is ‘the best approach is none’.
The campaign features new executions of the #DriveSmart ‘Gran’ creative, designed to reach younger drivers.
Launched in May, #DriveSmart encourages young male drivers to ‘imagine Gran is in the car’ to prevent them from slipping into bad and dangerous habits.
The campaign is the first since new drug-drive laws came into force in Scotland last month.
From 21 October, Scotland has adopted a ‘zero tolerance approach’ to the eight drugs most associated with illegal use – including cocaine, cannabis and ecstasy – with limits set at a level where any claims of accidental exposure can be ruled out.
A new testing regime has also came into effect, allowing officers to carry out roadside drug testing using ‘mouth swabs’ for any motorists they suspect of drug driving, or who have been involved in a collision.
As well as focussing on the consequences of drink and drug driving, the festive campaign will also aim to raise awareness of the new law.
The festive campaign will appear on TV, in cinema, online and across social media, with radio adverts running across a number of outlets including Bauer, Spotify and other podcast platforms.