The results of the research conducted by TNS OBOP on command of the National Road Safety Board in March 2006 show that almost 20% of drivers have driven a car after having drunk alcohol at least once in their lives. The main reasons of such a behaviour have been stated in the research: I had to come back home somehow (36%), I drank a little and I felt fine (21%), I couldn’t wait (11%), I drove other people home (4%).
UBIEP decided to work exactly where the problem’s source is located. The question of collision between alcohol and driving concerns mainly situations connected with clubbing.
Based on the results of the research, an educational action project was prepared. The project is based on interactive experimental marketing. The actions were oriented on young drivers – from 18 to 30 year olds, because it is in this group that the most accidents caused by driving after having drunk alcohol occur. Another target group was the community of bar and club owners as well as bartenders and business partners of the brewing sector, media and decision makers from local authorities.
The action was supposed to show to young drivers how alcohol really works and how it affects their behaviour, psychological and physical skills. Another assumed objective was to make young people adopt the principle „You drank – slow down now – don’t drive!” and to popularise the habit requiring to designate one person that won’t drink alcohol and will give a lift back home to the rest of the party’s guests.
Taking advantage of its everyday relations with the sector, UBIEP managed to convince restaurant and pub owners to participate in the action. The action was located in local bars in which alcohol can be purchased. The action „Drinking – not driving” had six editions: at the end of 2006 in Łódź, in 2007 in Poznań, Cracow, in Upper Silesia and Warsaw. In 2008 it came to Lublin, Gdańsk, Sopot and Gdynia. The plans are to make it in Wrocław.
On the weekend evenings, when there are most young people in clubs and pubs, locals are visited by teams of animators wearing distinctive clothes, trained and equipped with information materials and gadgets.
Participants of the action can not only once again hear but th
To strengthen from the bottom
After such an introduction it is easier to pass to essential activities. The main task of the animators is to present in an interesting way the idea of a „DRIver”, i.e. a Party Officer on Duty as well as to encourage people to participate in the action. The „DRIver” is the person designated in a given party participants’ group, who doesn’t drink and safely drives everyone back home after the party. Additionally, the action is always joined by a selected taxi company, which based on coupons distributed by the animators drives the participants with a considerable discount.
The formula of the „DRI-ver”, i.e. the designated worked very well in other European countries, especially in the Netherlands, where it was popularised for the very first time. The secret of its success can consist in the fact that it uses a natural, „bottom-up” mechanism: young people often spontaneously designate a person who doesn’t drink and drives back the others.
In frames of the educational campaign „Drinking – not driving” an Internet club of responsible drivers was launched, namely the klubdrivera.pl The principle of the DRIver is the zero tolerance for driving after having drunk alcohol. Every member of the Club participates in special contests verifying knowledge on road safety and each of them has access to interactive tools: games and a simulator.
„Speaking urinals”, located in pub toilets remind that driving after having drunk is not only a danger, but also a totally „untrendy” behaviour.
Club animations are accompanied by ambient activities taking place in the afternoon in most „partying” areas. Car wrecks with a slogan on them: „After alcohol breaks fail are good warnings awakening our imagination. These car wrecks are transported around the city by car transporters. On pedestrian crossings there are „demonstrations” – under the slogan „You drank – slow down now – don’t drive” encouraging to responsibility and reflection connected to drinking alcohol and driving. During the Cracow edition of the action „Drinking – not driving” the activities started already during the day when the participants of the so-called „May barbecue” on Błonie could try on „alco-goggles” and drive a quad on a special road.
The objective is to emotionally commit young people and to raise awareness of the problem of drunk drivers. Alcohol is the reason of every tenth car accident in Poland. Although statistics don’t link the other nine accidents to drivers’ lack of sobriety, it is the 10-percent minority that attracts the biggest attention of media, public opinion and decision makers.
The campaign „Driving – not drinking”, carried out since 2007, serves not only to show the problem and to create appropriate attitudes towards it, but also to support desired behaviours thanks to the encouragement to participate actively in the actions. The campaign commits senses and emotions, which serves to understand and remember its objectives. Understanding is the first step towards a sustainable change of social attitudes, which is the final aim of the campaign.
By committing to the popularisation of the culture of responsible beer drinking and its „non colliding” placement in the social reality, the breweries act as a responsible sector, aware of its duties. UBIEP wants to work where there can be danger emerging from inappropriate consumption or illegal sale.
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