Campaign against drunk driving Latvian Road Safety Council

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Campaign against drunk drivingLatvian Road
Safety Council
Drink. Drive. Join.
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Situation

• People drinkndrive passionately in Latvia
• Latvia is No1 in Europe in drinkndrive category
  (we lose a little to Colombia though)
• 14 thousand caught drunk behind the wheel last
  year
• 2955 crashed
• 877 joined Disabled Club
• 513 died
• Society got used to mild, artistic,
  would-you-please-dont campaigns
• It awaits for the next funny campaign like for
  some entertainment without projecting the message
  to themselves

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Task

• To reduce number of corpses
• To reduce number of self-disabled fools
• To make drunk driving out of fashion

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Drink. Drive. Join.

• We did a campaign along with Disabled peoples
  association
• Campaign was called Drink. Drive. Join.
• People in wheelchairs exposed themselves to
  Latvian society to show how their life has
  changed since that stupid moment they decided to
  drive after couple of drinks
• For 3 months 10 disabled people became heroes of
  media sharing their sad experience
• They were starring in TV radio spots, gave
  interviews, traveled to schools and driving
  schools, participated in public events, patrolled
  on streets along with police
• They agreed to put web-cams in their rooms to
  show their reality
• They cooperated with government in making a new
  law which allows police to confiscate the drunk
  drivers vehicle

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Question 1Why not better Dont drink. Dont
drive. Dont join.?

• Because main violators are young, rebel-type
  people
• They hate to be manipulated
• They act exactly the opposite of what theyre
  being told
• They want to take decisions themselves
• They respect only people who respect their
  freedom
• After all, Do it, baby! pass responsibility
  from teller to listener, thus mobilizing him. He
  cant blame anybody else anymore.

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Question 2Why scare peope with disability, when
the worst thing is death?

• People cant imagine death. When they exist,
  death doesnt. When it does, they dont
• Dead people dont interact with society anymore
• Dead people cant tell their stories to media
• You cant write letters to, or get e-mails from,
  or chat to a dead
• Dead people cant go to school for a talk-show
• Dead people dont write blogs
• You cant put a web-cam in a coffin. It would be
  kinda boring

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Question 3Doesnt campaign offend all disabled?

• This was the most asked question by media
• No. When a cigarette pack warns you from the lung
  cancer it doesnt offend all lung cancer
  sufferers
• When campaign says Drunk drivers die it doesnt
  offend all dead people
• Yes, disabled can live their lives to the full,
  but not from the start
• Campaign speaks only about the harsh transition
  from the full ability to disability
• In 5 years, after you overcome the crisis, its
  really gonna be ok

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TV spots
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Print
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Drink. Drive. Join. These ads run in All major
Latvian magazines (75 discount) Bus shelters
(free) Outdoor stands (free) Gas stations (free)
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Drink. Drive. Join.
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Drink. Drive. Join.
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On highways where cars go fast, message was
shortened to Drink and drive.
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Drink and Drive. Posters in toilets of bars
clubs Free cards in bars clubs Due to
specific condition of the audience, message was
shortened to Drink and Drive, too.
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Signs stuck to shelves of alcoholic drinks in
supermarkets and gas stations (yes, they sell
vodka in gas stations in Latvia)
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Web

• www.pievienojies.lv

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Mission, web-cam, stories news
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Effects of a booze
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Reaction
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Alcohol in a bloodstream
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Galleries of events
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Public activities
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PR events
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Disabled Patrol Disabled people were patrolling
on streets along with police. When a violator was
caught (for drunk driving, or speeding, or both),
they rolled to the car and presented driver a
real X-ray of their broken backbone with original
hand-written message, I used to go fast,
too. In Latvian it means also I used to go
brave.
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Partners

• We got full support from
• All major TV channels (LTV-1, LTV-2, LTV-7, LNT,
  TV3, TV-5, FBC)
• 3 major radio stations (out of 5) (SWH, Skonto,
  Star FM)
• 4 (out of 5) major national newspapers
• All 4 major internet media (Delfi LV, Delfi RU,
  TV-net, Apollo)
• Ministry of Inner affairs
• Ministry of Education
• Riga City Dome
• Police of Latvia

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Schools driving schools Heroes of campaign
along with policemen, authorities and media
visited schools, universities, driving schools,
NGO and numerous other public sites. They talked
to the audience about their own experience, about
how to avoid the temptation which leads people to
the wheelchair Audience was given the chance to
test what it is like to drive a wheelchair Each
visit was reflected in a local media (town paper,
regional TV etc.)
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A symbolic wheelchair drag-race was held in the
avenue in front of the Parliament house.
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Prime Minister of Latvia Aigars Kalvitis noticed
the buzz and came out. Later this picture
appeared in media along with the short
comment Second from the right - Aigars Kalvitis
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Disabled people participated also in other
drag-races all over Latvia
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Actors, musicians, artists, DJs, sportsmen etc.
painting traffic signs People who form trends in
Latvia were given blank circles the size of a
traffic sign and painted their own visions about
the problem. Works were exhibited in a historical
center of Riga. Event was reflected in all daily
news, and again - in weekly news.
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Ilya Lagutenko At the time Russian cult group
Mummy Troll had a concert in Riga. Dont ask
how we got him for the campaign, but there he was
- spreading his message in media and then - right
from the stage to 50 000 audience (Im not
talking about TV watchers).
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Partners we were lucky to get

• Ministry of Internal affairs
• Ministry of Education
• Police of Latvia
• Over 200 schools and 30 universities
• 27 driving schools
• Statoil. Lukoil, Viada, LN gas stations (over 240
  in Latvia)
• RIMI, VP Market, City Market supermarket chains
  (over 300 stores in Latvia)
• 6 national and 33 local newspapers
• 5 national and 9 local TV stations
• 4 biggest internet portals
• 3 national and 11 local radio stations

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Results (comparing to 2004)

• Campaign ran from May to July 2005
• As on today, number of fatal accidents decreased
  by 14
• Number of injuries decreased by 11
• Number of crashes decreased by 17 and is lowest
  in the history of Latvia
• It means 72 saved lives and 210 destinies
• Number of drivers caught for drunk driving
  decreased by 22, which means that 3000 people
  got the lesson
• Educational part of campaign restarted on
  September 1st involving schools, and will be
  continued until 2007

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Thank you.