This item was published during the term of a previous administration that ended in April 2007
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High awareness results from TV ad
28/02/2003
High public awareness of the Executive's recent anti
drug driving campaign is indentified in a research report
published today.
A new drug driving television campaign was developed
after research published in 2001 showed that there was low
public awareness of the risks associated with drug driving,
and that general knowledge of the law on drug driving was
very poor.
In addition, GB research published in 2000 indicated
that 18 per cent of people killed in road accidents had
used illegal drugs.
The recent campaign targeted young drivers and provided
information about the techniques used by the police to
detect drug driving. Today's report - Evaluation of the
Drug Driving TV Advert - shows that public awareness of the
campaign was high and that there is an ongoing need to
educate 17-24 year olds about the dangers of drug
driving.
Deputy Transport Minister Lewis Macdonald said:
"Too many people are willing to dice with death, behind
the wheels of their cars, and this is why we are determined
to raise awareness of the risks associated with drug
driving.
"The research published today shows that significant
progress has been made. The television advert has allowed
the message to hit home that besides the very real risks of
causing injury to themselves and others, those who drive
under the influence of drugs are very likely to be
caught.
"I am also encouraged that that the advert has been
particularly successful in reaching the 17 - 24 year old
key target group."
The main findings of the report are:
- Awareness of advertising and publicity on drugs and
driving was high
- Understanding of the key messages of the advert was
generally good
- Indications that the advert was particularly
successful in reaching the 17-24 year old key target
group
- There were some doubts about the enforcement
message, with some respondents expressing doubt that
drivers in Scotland would be stopped by the police
- Most participants found the first half of the
advert amusing, but there was some debate amongst
respondents over whether the second half had as much
impact on viewers
The Minister added:
"The advert is only the first phase of a strategy to
tackle drug driving as the research published today will
enable the
Scottish Road Safety
Campaign to develop further activity to complement and
build on the television advertising."
The research consisted of a series of questions in the
Scottish Opinion Survey (SOS) in June 2002, and a quota
survey of a sample of current Scottish drivers between late
July and September 2002 to provide more detailed data on
reactions to the advert and on individual experiences of
drug driving.
In addition, a series of qualitative interviews with
17-24 year old drivers and their friends were undertaken in
September 2002 to explore attitudes towards the advert in
more detail.