« Previous | Contents | Next »
Listen
SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN
CHAPTER TEN: RECOMMENDATIONS FOR FUTURE CAMPAIGN DEVELOPMENT
10.1 Recommendations for future development of the campaign are discussed in this chapter.
10.2 Evaluation of the campaign has shown that drink driving behaviour does still occur. In particular, this behaviour tends to be more prevalent amongst men and 17 - 29 year old males. Thus we would recommend that this group remains a key target for future campaigns.
10.3 The concept of the 'risk' and possible consequences as a result of drinking and driving was perceived to be an appropriate and relevant sentiment to be used as a basis for communicating a deterrent message amongst the driving population as a whole.
10.4 However, there are two significant challenges for future campaign development:
- Firstly, there is a lack of acceptance related to the amount of alcohol which will impact on an individual's ability to drive competently. This was apparent in the qualitative discussions with factors such as height, gender, weight, length of driving experience and perceived driving ability also considered in conjunction with amount of alcohol consumed. These issues are not being addressed in the current communication activity. Although there may be logic in not attempting to address a highly complex issue where there is no single 'black or white' message, it has to be kept in mind that the lack of certainty or clarity allows individuals to justify their behaviour or attitudes to themselves and their peers, in relation to drink driving
- Secondly, there were clear indications within the qualitative research that many people consider that they will not be caught if / when they do drink and drive. This stems from a lack of visible evidence of enforcement of Drink Driving within local communities / geographic areas, and lack of knowledge of individuals who have been caught and convicted.
- Combined, these two factors undermine the effectiveness of the concept of 'risk', therefore if any effort can be made on the above two issues, the effectiveness of the 'risk' approach will be substantially increased.
10.5 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 whereby 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
10.6 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.
10.7 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.
10.8 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 radio has good potential for increased use with appropriately produced commercials.
« Previous | Contents | Next »