 |
| |
| The Portman Group’s
"I’ll be Des" contribution to the campaign
against drink driving has gone from strength to strength |
For over 30 years, repetition of the simple message “Don’t
drink and drive”, has undoubtedly helped save many thousands
of lives.
The UK has led the way, not only in public information, campaigning
and education about the dangers of drinking and driving, but also
in being prepared to take action to clamp down on offenders with
tough penalties and strong law enforcement. The recent Home Office
announcement that drunk drivers who cause death by their actions
will be jailed for up to 14 years is further evidence of this.
However, while numbers of deaths and accidents caused by drunk driving
have decreased dramatically since the late 1970s, there is certainly
no room for complacency. Having fallen to a low of 14,980 in 1993,
the total number of casualties in drink driving accidents has since
begun to climb steadily again, to 18,420 in 2001.
 |
| “While numbers of deaths
and accidents caused by drink-driving have decreased
dramatically since the late 1970s, there is certainly
no room for complacency” |
|
There may be a number of reasons for this, but clearly it could
be possible that over time the “Don’t drink and drive”
message has begun to lose its effect, or that while older drivers
have grown up with the message, a new generation of younger drivers
may not be as aware.
Recent government and other campaigns have focused on younger drivers
to address this, and clearly drinking and driving is still high
on the public health and safety agenda. Whatever the precise situation,
it is vital that everyone with an interest in road safety keeps
thinking about innovative ways of getting through to drivers to
stop them from drinking and driving.
One of the best ways of developing the campaign against drinking
and driving has been the Designated Driver initiative. The Portman
Group introduced this concept to the UK in 1999 with the launch
of its “I’ll be Des” campaign, which took a positive
and upbeat approach to tackling drink driving, which complemented
the more shocking messages used by other campaigns.
The basic concept of Des is simple: if you are going out with friends
for a few drinks, and taking the car, make sure you nominate a non-drinking
designated driver, a “Des”. Des can be male or female,
and certainly needn’t be the same person every time.
In fact, it should be part of the fun of planning the evening to
decide who takes the turn behind the wheel if the car is needed.
Launched with the help of top football celebrities Gary Lineker
and Graeme Le Saux, and with a whole range of partners, from football
clubs, radio stations, police licensing offices, and importantly,
thousands of pubs and bars, the campaign has gone from strength
to strength.
Elsewhere in Europe, while drink-driving accidents and deaths are
also gradually on the decline, many see the UK as a useful example
to follow in terms of the way the campaigning message has run alongside
strong enforcement of the law. The designated driver idea, which
originated in Belgium, has now caught on across the Continent, and
this year a number of organisations and partnerships from across
Europe will make bids to the European Commission in Brussels to
fund similar campaigns in their own countries.
In Denmark, the Hustler with Style campaign will aim to appeal to
college students, disproportionate numbers of whom are involved
in drink-related traffic accidents. In Portugal, a partnership with
a national chain of petrol stations has been developed for their
campaign, to reward drivers who are designated nondrinkers for the
evening. In other countries, other ideas have been developed, in
recognition that there are different problems with drink driving
in different countries, but the concept of the designated driver
seems to be an idea that people can relate to, whatever their background.
In the UK, the Portman Group is building on “I’ll be
Des” as it enters its fourth year. It is also part of the
Europe-wide initiative, and there are plans to develop the campaign
and widen its appeal to young people who potentially may not have
been exposed to the message before. The campaign will see a mix
of activity, through the licensed trade, particularly through the
British Beer and Pub Association, which has long experience of effective
anti-drink driving campaigns. “I’ll be Des” is
also delivered through intermediaries such as road safety officers
and other groups, and also direct to the public and drivers themselves.
The Portman Group will be developing web pages with a mixture of
information, advice and interactive fun to help get the designated
driver message across to young people. In addition, a competition
to persuade young people to come up with advertising and campaigning
messages based on the Designated Driver concept will also be launched
later this year.
|
| “The success that has been
achieved in terms of reducing drink-driving accidents
can be put down to the hard work of many people and
organisations. But there can be no let-up” |
|
As with previous years, pubs and pub companies will be encouraged
to “Do your own Des”, that is to run designated driver
campaigns in their own pubs. They will be supplied with some materials
and information, and encouraged to be as creative as they like.
Other ideas to be developed throughout the year will involve promotions
that reward designated drivers who stick to soft drinks, and other
competitions and in-pub branded materials, such as beer mats, posters,
key rings and T-shirts.
The success that has been achieved over the years in terms of reducing
drink-driving accidents can be put down to the hard work of many
people and organisations in terms of enforcement and education.
But there can be no let-up. We all want to see the numbers of deaths
and accidents reduced. By taking forward the designated driver message,
and saying, loud and clear, “I’ll be Des”, we
can all do something to bring this about.
For more information about I’ll be Des, or to receive
campaign materials or sign up as a partner, please
contact Margaret Michie on: Tel: (0)
20 7907 3700 or
e-mail: mmichie@portmangroup.org.uk |
|
|
