Drinking and driving shatters lives

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Drinking and drivingshatters lives

• Surrey road safety communications partnership

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The partnership

• Established in 2006, grown stronger over time
• Similar targets / objectives - stronger together
• SCC (inc Fire Rescue), Surrey Police, Ambulance
  Service, Road Safety Camera Partnership, Highways
  Agency.
• Media protocol, campaigns calendar, joint
  campaigns.
• Most appropriate partner leads.

3
The campaign

• Drink drive KSI in Surrey 4 per month
• Annual Christmas / New Year campaign.
• Targeted men aged 18-25 most likely to drink
  drive based on casualty data and positive breath
  tests.
• Focus groups identified message and images most
  likely to change behaviour.

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The campaign- creatives
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The campaign - creatives
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The campaign - creatives
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The campaign - tactics

• Cinema screens, bus backs, petrol pumps, bar, pub
  and club washrooms, cinema magazine.
• 1k posters, 5k leaflets to schools, colleges and
  youth centres.
• Firefighters and police staff handed leaflets out
  in bars and pubs.

8
The campaign - tactics

• Firefighters targeted drinkers in bars, pubs and
  town centres.
• Issued three press releases and sold in feature
  stories to radio and TV.

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The campaign - evaluation

• January - face to face interviews to assess
  awareness and impact.
• 64 of 18-29 yr old males aware of the campaign.
• 50 more impactful with target audience than
  07/08 campaign.

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The campaign - evaluation

• 92 believed Surrey County Council and Surrey
  Police took drink driving seriously.
• 80 said a clear policy for dealing with drink
  driving was displayed.
• 70 said the partnership had been effective in
  tackling drink driving.

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The campaign - evaluation

• 8 increase in those who felt the campaign would
  change their behaviour.
• 10 decrease amongst those who said the campaign
  had not changed their behaviour.
• Amongst an audience resistant to change.

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The campaign - evaluation

• Coverage on ITV, three radio stations, 21 press
  stories in 16 publications and on BBC news online.

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The campaign - results

• Lowest ever number of KSIs on Surrey roads.
• 25 drop in deaths
• 9 drop in serious injuries
• 22 drop in children under 16 KSI

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Lessons the campaign

• Evidence based campaigns work.
• Public interaction very effective, esp from
  firefighters.
• Good response and recognition from cinema
  advertising.
• Focus on bars and pubs works point of purchase,
  sway them at the decision point.

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Lessons - partnership

• Pooling resources gave us more power.
• Face-face-forum to discuss, plan and allocate
  actions worked.
• Would like to involve other partners more
  contributed ideas but would like resources.
• Sharing knowledge worked fewer gaps to fill.

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Lessons - partnership

• Sharing insights into audience fresh ideas and
  better targeting.
• Come with open minds dont assume the lead,
  acknowledge others skills and experience.
• We couldnt have done this at the start of the
  road safety partnership.

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Lessons - partnership

• Your organisation might not have a strong
  relationship with a partner but that shouldnt
  stop you having one.

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Long-term benefits

• Anti social driving campaign
• Established relationship / forum.
• Fast turn around, June announcement, we launched
  on Monday.
• Comms has a strong voice - leading the agenda.