The Local Authority Road Safety Officer Association, police forces in Northumberland, Teesside, Durham and Tyne & Wear, and drug action teams from local authorities in the area will launch the drive on 20 September.
Co-ordinated by the Dynamic Advertising Group, it has a website and poster, radio and bus advertising. DAG group marketing director Elaine Wilson said: ‘In focus groups, young people said they didn’t feel they were likely to get caught drug driving. Evidence suggests the number of youngsters drug-driving is rising.’
Previous research by DAG offered the prize of a holiday in Ibiza, which led to 2,000 people commenting. Of those who admitted to taking drugs and driving, cannabis was by far the most popular drug cited.
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