« Previous | Contents | Next »
Listen
SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN
CHAPTER SIX: PERCEIVED RESPONSIBILITY FOR DRINKING & DRIVING
6.1 Drink driving behaviour was also considered from the perspective of a third party reporting someone who appeared over the limit, given the content and aim of the 'Who's watching campaign'. The quantitative phase of research found that around two thirds (66%) of respondents agreed that they would report someone who appeared over the limit and was going to drive. Around a fifth disagreed (18%) and a similar proportion indicated they were not sure.
6.2 Just over half (54%) of the 17-29 year old males said they would report someone. A higher proportion of this audience also disagreed they would report someone, 28% compared to 18% of all respondents. There was slightly higher agreement with this statement amongst those who recalled the communication (68%) versus those who didn't (62%) suggesting this particular aspect of the 'Who's watching' campaign may have had a degree of influence.
6.3 Qualitatively, the idea of reporting someone who was observed drinking and driving was deemed inappropriate and not something most individuals felt they would do. This was particularly true if it was a friend / member of the family and it seemed there was not any instance in which a relative would be reported. Generally people believed they would try and persuade a member or family / friend who was under the influence of alcohol not to drive. If this behaviour was repeated they would then try and talk to them / discuss the issue. For individuals unknown to respondents there was a sense that they would not be able to judge whether someone was over the limit, and as such they could not realistically report someone unless they were actually showing physical signs of being drunk.
6.4 It may be possible there was also an element of being uncomfortable reporting someone for something they have done themselves in the past. The discussion findings revealed that most people at some point have driven after having something to drink, albeit in some instances when they were younger.
6.5 One of the objectives of the qualitative research was to explore the concept of responsibility. There was a strong consensus that responsibility for the action of drinking and driving lies with the driver. It was a driver's decision to drive and therefore it was perceived that they must face the consequences for their behaviour. This viewpoint also appeared to be driven by respondents' apparent unwillingness 'to get involved or interfere in other peoples' business'.
6.6 Specific commentary on this unwillingness centred around a feeling of 'what people do is their own business'. They further rationalised this behaviour by highlighting that drink driving was not any different to other potentially inappropriate behaviour (for example speeding, taking drugs, bad driving etc). Whilst there was some acknowledgment that individuals have a social or moral responsibility to think about the potential consequences of not getting involved, i.e. someone could be injured or even killed, it was evident that individuals would not put this thinking into practice. This was true even amongst those who believed that people should not drink anything at all when they are driving.
6.7 This apparent difference in the qualitative and quantitative research on individuals' reactions to reporting someone may be in part due to the fact that in the quantitative phase respondents were not giving consideration to reporting a family member or friend, and also they are not deliberating whether or not they would be able to ascertain if someone was over the limit.
« Previous | Contents | Next »