Craig Barker 0607747
The anti drink driving campaign aims to convince all drivers, with a particular focus on young male drivers aged 17-29 years, that a drink drive conviction has the potential to ruin their life by highlighting a mixture of the legal and personal consequences:
being caught & breathalysed by the police;
12 month driving ban;
criminal record;
hefty fine;
lifestyle changes (i.e. potential loss of job, relationships or car).
The aim of the campaign is to confront our target audience with the bleak reality of getting caught drink driving in order to get them to resist the temptation of having a second pint then driving.
The key message is 'That pint could come between you and your loved ones', which will also be used as a strapline in the advertising materials.
The current THINK! Drink Drive campaign was developed after four phases of extensive independent qualitative and quantitative research with the target audience spanning 11 months.
The findings of this research showed that the personal consequences of a drink drive conviction are motivating to young men, are new news, and can be related to drink driving (1-3 pints).
Although the personal consequences of a drink drive conviction may seem lower key and lack impact compared to a crash, young men believe they are more realistic, relatable, speak directly to them as low level drink drivers, and are more intrusive and thought provoking.
Campaign Objectives
To increase awareness of the personal consequences of a drink driving conviction.
To encourage the belief that 1 or 2 drinks are too many before driving.
To reinforce and build the social stigma around drink driving.
Key Messages
THINK! Don't Drink and Drive.
A drink drive conviction has the potential to ruin your life.
Target Audience
All drivers, with particular focus on young men aged 17-29 years.
1-3 pint drink drivers, not drunk drivers.
Young men are consistently over-represented in drink drive casualty figures and research shows they are more likely to admit to driving when over the legal limit or when unsure if they're over the legal limit.
Drink Drive Posters and Leaflet
The current leaflet and posters are relevant for the current campaign and are currently available to be viewed and ordered directly from the THINK catalogue.
All above information taken from:
http://www.thinkroadsafety.gov.uk/campaigns/drinkdrive/drinkdrive.htm
In conclusion to this, I believe the TV adverts are especially effective at reducing road incidents.
The advertisments are vivid and sometimes shocking, often using real images from various road tragedies.
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2 comments:
Short and sweet, I would have like to see more information, particularly using related sites.
Statistics for me required backup (I know where the information is sited, but if people do not use the link provided nothing backup the figures.
Did not leave me wanting more!
There is a good amount of information in this post, and the link to the images helps to visualise it. I would like to see:
- use quotation marks when citing and reference the source right after the quotation. You could probably also reduce the information in the first section.
-more of your own words about what makes the campaign effective, cite particular posters or adverts and say more in detail why you think they are effective
Silvia
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