The Scottish Government

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ISBN 0 7559 1162 8 (Web only publication)

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Campaign overview

• In October 2003, a Drug Driving radio advertising campaign was run, targeting 17-24 year olds in Scotland due to their increased likelihood of drug driving.
• The radio advertising followed a high profile TV advertisement, which ran in 2002. Whilst the 2002 advertising was particularly successful at raising awareness (81% awareness amongst those with a current driving licence), the evaluation highlighted that the consequences of being caught drug driving needed further explanation.
• The radio advertising campaign, launched in October 2003, was therefore designed to communicate the consequences of being caught drug driving and to distinguish drug driving from drink driving. Young people were featured in the adverts in order to reach the desired audience.
• Research was conducted in November 2003 to evaluate awareness and understanding of the drug driving advertising.

Highlights

• 56% of respondents said they had seen or heard advertising or publicity on the subject of drug driving recently. Whilst awareness levels declined in 2003, this most likely reflects the change from TV to radio advertising.
• Younger age groups were more likely to say they had seen or heard drug driving advertising (64% of 18-24 year olds and 65% of 25-34 year olds, compared to 49% of 55-64 year olds and 42% of those 65+).
• Those with a valid driving licence were slightly more likely to have seen or heard advertising or publicity on the subject of drink driving recently (61%),
• 70% of respondents believed that it was possible to be tested by the police for driving under the influence of drugs (10% said it was not possible and 20% 'didn't know').
• Of respondents who had seen advertising, when asked what it showed or said, most were unsure or could not remember. The next most common response given was that American drug testing or attitudes were coming to the UK (this message related to the TV campaign run in 2002).

Implications

• Further investigation is required to update knowledge about the types of drugs young people take before driving. Anecdotal evidence has shown that the attitudes and behaviours of recreational-type drug takers (such as cocaine, ecstasy and amphetamines) are different to cannabis smokers. An update of the 2001 study into recreational drugs and driving and its prevalence in Scotland is now being planned to address this.
• Similarly, future campaign development may be assisted by a greater understanding of the types of people found guilty of drug driving to date, as the target group still have very little personal experience of enforcement.