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SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN
EXECUTIVE SUMMARY
BACKGROUND & OBJECTIVES
1. The Transport & Planning Research Team commissioned mruk research on behalf of the Scottish Road Safety Campaign (SRSC) to undertake research to evaluate the 2003 drink drive festive campaign and the broader 'Don't risk it' drink drive campaign.
2. The main aim of the research was to evaluate the 2003 drink driving festive campaign; testing awareness and understanding by drivers of the campaign, assessing whether the campaign has had an impact on driving behaviour in order to inform further development of the campaign.
METHODOLOGY & SAMPLE
3. There were two phases of research:
- A total of 1000 in-home interviews were conducted with car drivers. The sample was structured to achieve a broadly representative demographic sample.
- Qualitative research was conducted via a series of fourteen focus groups and ten in depth interviews. The construction for these discussions took into account; age, gender, drinking behaviour and location.
MAIN FINDINGS
- Almost half of all respondents drink alcohol regularly when socialising and a similar proportion drink occasionally.
- Binge drinking occurs amongst both men and women and is more prevalent amongst men and in particular amongst 17 - 29 year old males.
- The majority (98%) of respondents agreed it would be better not to drink at all if driving and 91% disagreed that it was acceptable to drink and drive if only going a short distance.
- Drinking and driving was deemed acceptable amongst some respondents if certain caveats were applied; specifically around a fifth agreed with the following; 'Driving after drinking is acceptable as long as it is within the legal limits.' (22%) and 'Drinking and driving depends on the individual, some people shouldn't drink at all if they are driving, other people are more able to drink without it affecting them' (21%).
- The qualitative research discussions revealed that individuals will make a judgement on factors such as size, gender, body weight, and driving experience when considering whether to drive after drinking.
- Around a third (31%) of all respondents had driven once / twice or occasionally within a few hours of having a drink. Of these respondents around half (52%) reported they had driven when they perceived they were over the limit either once / twice or occasionally. The latter represents 18% of the total sample.
- The majority (92%) disagreed with the statement 'I would risk drinking and driving if I thought it was unlikely that I would be caught'.
- Around two thirds (66%) of respondents agreed they would report someone who appeared over the limit and was going to drive. Around a fifth disagreed and a similar proportion was unsure.
- Qualitative research showed people were uncomfortable with the concept of reporting someone who appeared over the limit and generally this was particularly true in relation to friends or family.
- Qualitative research revealed penalties most top of mind were 'lose your' licence, 'ban from driving', 'pay a fine' and 'penalty points on your licence'. The driving ban and or loss of driving licence were seen to have the most impact due to the financial and personal implications these would have.
- Quantitative findings found that a majority (83%) of respondents agreed that penalties for drinking and driving should be more severe.
- Just over half (54%) of all respondents believed they had seen or heard something on the subject of drinking and driving.
- Radio commercials were remembered by 20% of all respondents with awareness higher amongst 17 - 29 year olds (31% compared to the total sample).
- Prompted recognition was highest for the logo 'Drink Driving you have too much to lose (23%).
- The majority of respondents (81%) agreed the campaign would make people think about the risks they were exposing themselves to if they drink and drive.
- The majority also agreed the campaign would 'make people think more about drinking anything at all and driving' and 'make people think about the risks which they were exposing themselves to if they drink and drive'; 88% and 85% respectively.
- Two thirds (65%) believed the campaign would deter drinking and driving as well as result in people reporting individuals who drive and appeared to be over the limit.
- The messages used in the campaign were appropriate and appeared to engage and hold relevance for people. However the messages most likely to influence behaviour are those where the consequences for drinking and driving would have financial and / or lifestyle implications for the individual. Therefore, the main focus should be on:
- Losing your driving licence
- Being banned from driving
- On the 'Wheel of Misfortune' we would recommend excluding the sentiment 'Lose your pulling power' as it was described as irrelevant across all respondent groups.
- Although injury or loss of life as a result of a drink drive incident is understood to be an emotive image, it does not have a role to play in preventing drink driving behaviour.
- In relation to media used for the campaign, television activity would substantially increase the effectiveness of the campaign if used in sufficient weight. However budget factors require a much more tactical approach to be taken and as such future campaigns should build on the media platforms being used currently. Increased targeting of young males via the radio has good potential for increased use with appropriately produced commercials.
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