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Summer Drink and Drug Drive campaign launched

A road safety campaign aimed at 17-24 year olds has been launched today by the Safer Roads Partnership in West Mercia.  The campaign highlights the potential consequences of drink or drug driving to young motorists across Herefordshire and Worcestershire.

The campaign, called ‘The End’, uses a story board approach to show how choosing to drive having consumed alcohol or drugs could bring ‘The End’ to much of what young people take for granted in their lives.

The campaign aims to show that alcohol and drugs impair an individual’s ability to drive safely, increasing the risk of them causing a collision and injuring or killing themselves or someone close to them. 

Driving while unfit due to drugs is against the law - this applies to illegal and prescribed drugs.  Many people are probably unaware of the effects of drugs on their driving ability.  Worryingly the use of illegal drugs by the younger generation has been found to be increasing.  Nearly half of 16 to 24 year olds in England and Wales are reported as using cannabis at least once and 39% reported to having taken hallucinogens (British Medical Association).  According to recent research by Auto Trader 30% of 17-24 year old motorists drink and drive and one in five drive while under the influence of drugs.

The campaign also highlights the impact of being caught drink or drug driving; up to 6 months in prison, a minimum 12 month driving ban, a fine of up to £5,000 and a criminal record which could lead to job loss and difficulty finding another job.  An endorsement for a drink driving offence remains on a driving licence for 11 years. Causing death by careless driving when under the influence of drink or drugs carries a maximum 14 year prison sentence, a minimum 2 year driving ban and a requirement to pass an extended driving test.

One of the campaign adverts shows a young woman being breathalysed driving home the morning after a night out to highlight that people can still find themselves over the legal drink drive limit the following day.

Research indicates young people are confused by how much they can legally drink before driving. The legal limit in the UK is 80 milligrammes of alcohol in 100 millilitres of blood, but there is no failsafe guide as to how this equates to the amount you can safely drink. The amount and type of alcoholic drink, and your weight, sex, age and metabolism will all play their part.  The only way to be really sure you are not impairing your driving ability is to not drink any alcohol if you are going to drive.

Cllr Derek Prodger MBE, Worcestershire County Council’s Cabinet Member for the Environment, said:
“Driving under the influence of either alcohol or drugs is unacceptable and the summer period should not be blemished by a drink or drug drive situation.  Motorists should also be especially aware the morning after drinking as they may still be over the limit. If in any doubt they should not drive as the consequences are often tragic and avoidable.”

Sergeant John Roberts, from West Mercia Constabulary said:
“Enforcing road safety and cracking down on those who take drink or drugs and then drive is a year round commitment for West Mercia Constabulary. However, the summer period can present opportunities - such as barbeques and summer parties - where people may be tempted to drive after taking drink or drugs. This is totally unacceptable and ruins hundreds of lives every year.  The message is very simple - if you are drinking at an event or with friends this summer don’t drive and if you are driving then don’t drink. Taking illicit drugs is against the law in any case but if you combine it with driving you become a crash waiting to happen."

Ian Prust, Group Manager, Community Safety, Hereford & Worcester Fire and Rescue Service said:
“Firefighters know from first hand experience the trauma involved when a needless road traffic collision occurs. The Fire and Rescue Service now attend around twice as many road incidents as domestic house fires. Unfortunately individuals who are rescued from vehicles alive can suffer long-term scars and/or disabilities for life.  We support this campaign and hope people take on board the message over the summer holidays.”     

Sample visuals attached but for further information please contact Vicki Bristow, Communications Manager, Safer Roads Partnership 01905 331242 info@srpwestmercia.org.uk

1) The Safer Roads Partnership is operated by an independent team of specialist staff.  The participating agencies are: the four local highway authorities of the Borough of Telford & Wrekin, Herefordshire Council, Shropshire County Council, Worcestershire County Council, the Highways Agency, the 4 NHS PCTs in West Mercia, West Mercia Constabulary, The Magistrates’ Courts Service in West Mercia, Shropshire Fire & Rescue Service and Herefordshire & Worcester Fire & Rescue Service.

2) For more information on Worcestershire’s evening bus services visit www.worcestershire.gov.uk/eveningbus

3) The End is a regional campaign developed by West Mercia Safer Roads Partnership and, Warwickshire County Council. Posters displaying the campaign will be seen on billboards, bus exteriors, inside pubs and clubs and in town centres.  The campaign has been developed following extensive research commissioned by the Partnership and undertaken by research company Step Beyond.  Copies of the report can be obtained from Vicki Bristow 01905 331242 info@srpwestmercia.org.uk

4) A recent study by Auto Trader in which 8,300 17-24 years olds were interviewed revealed:

• 30% of young motorists drink and drive
• A third of those interviewed said they ‘feel fine to drive’ after a few drinks.
• 20% admit to regularly smoking cannabis and driving while 12% often drive after taking cocaine.
• Many interviewed cited the excuse that they are only driving a short distance, while others see nothing wrong with driving under the influence of drugs and drink.