Public Sector - Drink-drive message had positive result

Campaign: Mourning After

Mourning after campaign: Drivesafe
Mourning after campaign: Drivesafe

Client: Drivesafe/System One Travelcards
PR team: Tangerine PR
Timescale: December 2009-January 2010
Budget: £14,000

Every year in the run-up to Christmas, Drivesafe, Greater Manchester's casualty reduction partnership, carries out an anti-drink-drive roadshow to warn people of the dangers of drinking and driving. In 2009, the partnership teamed up with System One Travelcards for the campaign.

Objectives

- To encourage drivers to realise the consequences of an accident caused by drinking and driving

- To make drivers realise they could still be over the limit the morning after drinking

- To raise awareness across the region.

Strategy and plan

Tangerine put together props for each roadshow, including a crashed car and models made to look like they had been in an accident. Alcohol level tests were carried out at each event to engage the public. Tangerine also arranged promotional materials such as leaflets and T-shirts, and arranged for a competition to run in local media for each of the nine boroughs hosting a roadshow.

Measurement and evaluation

In total, 65 pieces of coverage were generated. Interviews were secured with seven of the region's key local radio stations, including BBC Radio Manchester and Key 103.

Results

Drivesafe saw a ten per cent drop in positive breath tests in the Christmas 2009 period.

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