|Pernod Ricard UK and AA ramp up anti-drink-driving campaign|
|Written by Carol Emmas|
|Monday, 10 December 2012 12:40|
Pernod Ricard UK and the Automobile Association (AA) have launched the fifth phase of their marketing campaign to help educate drivers when it comes to festive drinking and driving.
According to the most recent AA Populus Motoring Panel survey results, one in five people admit to having taken a risk with drink-driving. Although half revealed that they took a drink-driving risk over 20 years ago, 3% still admit to drink-driving in the past five years, including 1% who admit to drink-driving last year.
The AA Populus Motoring Panel survey results highlight that younger drivers – 18-24 year olds – are still viewed as the most vulnerable group to drink-drive.
The Don't Drink and Drive campaign launches today (December 10) and will run over the Christmas period until the beginning of January, with out-of-home, in-bar and digital advertising across Facebook.
The survey also showed that 50% of respondents felt better education and publicity about drinking and driving had made the biggest contribution to reducing drink-drive deaths. The marketing campaign will continue to focus on education on the back of 100% of people viewing drink-driving as an important issue in road safety
Denis O'Flynn, managing director of Pernod Ricard UK, says: "This fifth phase of our partnership continues to focus on education as the most effective way to tackle the irresponsible consumption of alcohol. Although the number of drink-drivers has declined dramatically over the past 20 years, new and experienced drivers still need to be reminded of the risk, one drink-driver is still one too many."
Edmund King, president of the AA, said: "Our research shows that the number of drivers admitting drink-driving has dropped dramatically over the past 20 years, although 280 people were still killed and 1,290 seriously injured in drink-drive crashes last year."
He added: "Campaigns are essential to reinforce the message for the majority of drivers and to educate the new generation of drivers. It really is not worth dying for the sake of a drink. Drinking and driving do not mix. Our key message is if you are going to drink, don't drive and if you are going to drive, don't drink."
The partnership launched at Christmas 2010. Subsequently there have been anti-drink-driving campaigns throughout summer 2011, Christmas 2011, summer 2012 and now Christmas 2012.