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In 2000 Drink drivers in Ireland had killed 800 people in the previous five years and despite perceptions to the contrary the drink driving problem was not diminishing - 175 drunk drivers continued to be arrested every week in the Republic.
Research showed that young drivers were a high-risk category on the roads and very susceptible to the effects of alcohol. At the legal limit, an 18 - 34 year old driver is three times more likely to become involved in a crash than if he or she had consumed no alcohol. With men causing almost nine out of ten alcohol-related serious and fatal road crashes.
Shame, a IR£500,000 anti drink driving campaign released just prior to Christmas 2000, aimed to confront drink drivers head on. This hard-hitting and uncompromising, sixty seconds commercial depicts graphically the potential consequences of drink driving and the terrible shame associated with it. It has been embargoed until after the 9 pm watershed on some television channels.
Following its launch, research showed the campaign achieved: 86% awareness, a 36% improvement in zero alcohol safe driving perceptions, a 36% decline in the acceptability of driving after one drink, and an increased perception that drink driving is ‘extremely shameful’ among the target audience.
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