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SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN
CHAPTER SEVEN: PERCEIVED CONSEQUENCES FOR DRINKING & DRIVING AND APPROPRIATENESS OF PENALTIES
7.1 The content of this chapter is based mainly on the results of the qualitative phase of research, with the exception of perceived severity of penalties for drink driving. On this aspect, a majority (83%) agreed that the penalties for drinking and driving should be more severe. This opinion was less strong amongst men aged 17 - 29, where 78% agreed with the statement.
7.2 A key area for exploration in the qualitative research was to examine the perceptions and understanding of the concept of risk in relation to drinking and driving. It was evident that drinking and driving is viewed as a risk. Individuals tended to talk about drinking and driving in terms of 'taking a chance' or 'taking a risk'. There was also an understanding that if someone was caught for drinking and driving there would be some kind of penalty.
7.3 However, as noted in an earlier chapter qualitative discussion highlighted that a key reason for being prepared to take this risk was due to a fairly strong belief that individuals wouldn't be caught. This viewpoint was based on the fact that individuals did not have experience of hearing about large numbers of individuals being caught for this behaviour. In addition, it is something that received more attention at particular times of the year. Finally, the perception that individuals won't be caught is often reinforced further by alcohol consumed at the time.
7.4 The consequences for drinking & driving highlighted were:
- Being banned from driving
- Losing your licence
- Fines
- Damage to the car
- Increase in insurance premiums
- Imprisonment
- Injure / kill someone
7.5 The aforementioned list is not in strict order of importance but it is based on observations during research discussions.
7.6 "Lose your pulling power" was one of the elements of risk in the 'Wheel of Misfortune campaign', and as such it was important to understand the appropriateness and relevance of this both in the context of risk and as a communication message. Generally this factor was not mentioned during discussion and had to be introduced. Among the main audience this was aimed at (i.e. young males) it was not felt to be something that would affect them if they were drinking and driving. Other audiences also failed to see this as an appropriate sentiment in the context of the risk you take if you drink and drive.
7.7 Across all audiences the consequences which are most likely to act as a deterrent to drinking and driving are those which will impose some kind of restriction on an individual's lifestyle. These restrictions could be financial or in some way impede the quality of the person's daily lifestyle.
7.8 Thus being banned from driving and / or losing your licence would have the most impact. These have both financial and personal implications. A range of factors were mentioned:
- The expense of using alternative public transport such as taxis
- The hassle and inconvenience of not being able to use the car to take children to school, get to work, visiting friends / family, going out.
- Overall there would be a strong sense of a loss of freedom and independence
- Although not universal there would be implications for a person's job if a car is a fundamental part of it
- There would also be a degree of embarrassment and / or shame as people would know about their behaviour - it would become more public
- For younger men and women, many of whom have their first car, the concept of not being able to drive the car would be perceived to be a substantial loss
7.9 Albeit damage to a car has financial implications, there was some reassurance based on a perception that they would be covered by insurance. There is no detailed consideration given to the fact that insurance would be invalid. Similarly, although an increase in insurance premiums had financial implications, this did not appear to be a deterrent. This may be due to the fact that given many participants had not experienced this, there was no tangible understanding of how much an increase would be. There was also an overriding perception that 'insurance is expensive anyway' and as such is accepted as something a premium is paid for.
7.10 Losing your job was applicable only for particular individuals. This appeared to be less of an influential factor on younger respondents who believed they would find something else. The opposite was true for older respondents.
7.11 Imprisonment also was viewed as a fairly strong deterrent, but perceived to only come into effect if someone was actually killed during a drink driving incident. Thus it did not hold relevance for respondents in the qualitative research who anticipated it would never happen to them. The concept of prison was however viewed as intolerable. Finally, on this issue there was a lot of debate on the appropriateness of putting drink drivers in the same place as other types of criminals. It was not seen to be as serious as other types of crime.
7.12 It is worth noting that whilst there was widespread recognition that injuring someone / killing someone would have a devastating impact on a driver, this does not act as a deterrent because individuals do not consciously think of this happening when having to make the decision to drink and drive.
7.13 There was reasonable awareness of the range of penalties which could be imposed on an individual for drinking and driving. Most of top of mind tended to be:
- Lose you licence
- Ban from driving
- Pay a fine
- Penalty points on your licence
7.14 However, there wasn't a detailed understanding of what penalties were applied in given situations. It was anticipated that the severity of the penalty would increase with the extent to which someone was over the limit. Generally, opinion on the appropriateness of the severity of the penalties was divided. On the one hand some believed they should be more severe, as it was felt this would be the only way to achieve a change in behaviour. Others were of the view that penalties should be assessed on the individual circumstances at the time of the incident.
7.15 It is worth noting that opinion was also mixed on whether penalties are properly enforced. Some individuals believed they weren't and indicated that they felt that in some rural locations the police sometimes didn't carry breathalyser kits etc. Furthermore, there was a sense that the issue of drinking and driving was only enforced at certain times of the year i.e. Christmas. The feeling was that drinking and driving was just as likely to occur at anytime throughout the year. Indeed there were some signs that individuals were less likely to drink and drive during the festive season as there would a higher chance of the social events being pre planned, and as such they would have made arrangements to use taxis and / or stay with friends / relatives.
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