The new £2.3 million campaign highlights that the police can and will detect
drug drivers - and that anyone convicted will face the same tough penalties as a
drink driver. The first TV advert will be shown tonight before Coronation
Street.
One in five drivers killed in road accidents may have an impairing drug in
their system.
The police can spot the signs that someone is driving under the influence of
drugs and - as the new campaign highlights - once a driver has been stopped
their eyes will give them away because of the obvious and involuntary effects
drugs have on the body. Anyone convicted of driving while unfit through
drugs will get a minimum 12 months driving ban, a criminal record and a large
fine.
Transport Secretary Andrew Adonis said:
"Government campaigns over the past 40 years have succeeded in making drink
driving socially unacceptable and cutting the number of people killed in drink
drive accidents by nearly three quarters.
"But some drivers who would never get behind the wheel after drinking still
believe they can drive after taking drugs. We are determined to get the
message through to this reckless minority that their behaviour is putting lives
in danger.
"The penalties for drug driving are just the same as for drink driving
because drug driving is just as dangerous. Drivers should be in no doubt
that if you get behind the wheel while under the influence of drugs then the
police can spot you, they can test you and you will face punishment."
In addition police forces across the country will be targeting drug drivers
throughout the August music festival and holiday season.
The new campaign also includes print, poster and on-line advertising as well
as music festival and radio sponsorship.
Notes to
Editors
1. Visit www.dft.gov.uk/think/drugdrive
for more information.
2. The THINK! drug drive campaign cost £2.3m
3. The campaign creative was developed by advertising agency Leo
Burnett
4. Television adverts will air from Monday 17th August to 13th
September with the first advert going out before Coronation Street on Monday
17th.
The campaign will also have a presence online, on radio, and at music
festivals. There will also be an ambient advertising campaign.
5. THINK! has been promoting the ‘Don’t drug drive’ message since
2003, based around summer music festivals and over the Christmas and New Year
party season. The primary audience was young men aged between 17 and 29 who were
most at risk of driving while on illegal drugs, with a secondary audience
of passengers who may be able to influence such drivers.
6. 10% of young male drivers aged 18 - 29 admit to driving after
taking illegal drugs: THINK! Annual Survey reported by BMRB in January
2009.
- Questions placed on
BMRB’s weekly face-to-face omnibus survey which contacts c.2000 adults aged
15+ in Great Britain each week
- Fieldwork for the 2008
Annual Survey ran from 23rd Oct to the 12th Nov 2008.
- The survey ran from 23rd to
29th October 2008 among all adults in Great Britain.
- This was then followed by a
two week boost of motorcyclists, continuing until 12th November 2008.
- In total 2,009 interviews were
conducted with those aged 15+ in Great Britain in the main week of data
collection.
- Of these 1,209 interviews were
conducted among car/van drivers aged 18yrs+.
- 87 interviews were conducted among
young male car/van drivers aged 18-29 years.
7. A Transport Research Laboratory study in 2001 (533 drivers & 246
riders fatalities) showed at least one impairing prescription or illegal drug
was detected in 22.9% of drivers & 20.3% of riders
- Alcohol was present in 31.5% of the overall sample
- Incidence of such
drugs had increased by three times
- 17.7% of drivers (13.4% riders) tested
positive for a single drug
- 5.6% of drivers (6.9% riders) tested positive
for multiple drugs
8. Penalties for drug driving are the same as for drink
driving:
- On conviction, a minimum 12 month
disqualification and a maximum fine of £5,000.
- As with drink-drivers, the record
of disqualification remains on a licence for 11 years which can mean problems
for those who drive for a living.
- Convictions can mean difficulties
in renting cars or getting visas for some countries.
Press Enquires: 020 7944 3066
Out of Hours: 020 7944 4292
Public
Enquiries: 020 7944 8300
Department for Transport Website: http://www.dft.gov.uk/