THINK! Drink Drive campaign toolkit. Summer 2016

Transcription

1 THINK! Drink Drive campaign toolkit Summer 2016

2 Background Last Christmas, THINK! launched a new drink drive campaign, #ButAlive. This campaign was targeted towards men aged 17-34, who are disproportionately represented in drink drive killed and seriously injured casualties. We created a range of new content for this campaign including two new TV adverts: Brendan Malcolm These adverts show the devastating consequences of drink driving and compares this with the positive result of saying no staying alive.

3 Background - #ButAlive strategy Research with our target audience showed they are often confused by the legal limit and instead set their own limit of a couple of drinks before driving. They did not consider their behaviour to be drink driving, so our previous campaign message don t drink and drive was seen as irrelevant to them. We wanted to shake our audience s confidence in their ability to drive after drinking a couple of drinks, so we changed our campaign message to: A second drink could double your chance of being in a fatal collision, THINK!

4 Background - Christmas #ButAlive results We evaluated our campaign by using pre and post tracking surveys, conducted through a market research agency. Our results showed: A third of adults and 55% of males aged recognised the campaign. Decline in the perceived safety of driving after one and two drinks among young men and all adults. Increased social unacceptability of driving after two drinks. Increased number of young men strongly agreeing you could be a drink driver after two drinks. Perceived prevalence and social unacceptability of driving after one drink remained stable. The results were positive and showed our new campaign message had a positive impact. If you would like to view the full evaluation results please saoirce.codling@dft.gsi.gov.uk

5 Summer 2016 campaign This summer s sporting events present a great opportunity to reach our target audience. We are choosing to re-run our adverts to coincide with the dates of the UEFA European Football championships, a time when our target audience are likely to be watching the football and drinking. Our key message remains a second drink could double your chance of being in a fatal collision. We are also creating new content for social media to be released in July August. For this content we are recruiting the help of sporting athletes to drink a couple of drinks and attempt to perform in their sport whilst impaired by alcohol. This will show the effects of a small amount of alcohol on your cognitive abilities and how drinking just a couple can make you a dangerous drink driver.

6 Summer campaign timeline Activity THINK! social media campaign starts We have produced new content for social media relating to drink driving and football and the morning after. We will also be posting our #ButAlive adverts on social media. Date 10 th June 10 th July In particular, we will focus on the morning after when England or Wales are playing in the Euros on a weekday. (Thursday 16 June, Monday 20 June) THINK! drink drive campaign starts To coincide with the dates of the Euros, we are re-running our #ButAlive adverts on TV, radio and catch up TV. 10 th June 10 th July New social media content TBC We are producing new social media content highlighting the danger of a small amount of alcohol through experiments with sports professionals. End of July August Please note, more information and a separate campaign toolkit will be distributed nearer the time.

7 Resources posters We have created two new posters which will be available to order free of charge from our THINK! shop. The posters will be available w/c 13 June. In the meantime, we have created versions for social media, available on our stakeholder download page. Please do not post these before Friday 10 th June.

8 Resources social media campaign From Friday 10 th June, please support our social media campaign by sharing our posts from our Twitter and Facebook channels. Alternatively, you can create your own posts by downloading content from our stakeholder download page or linking to our videos from our YouTube Channel. Resources available: YouTube 2 x #ButAlive adverts (Malcolm & Brendan) Stakeholder download page 2 x #ButAlive adverts (Malcolm & Brendan) 4 x football/drink driving related assets 1 x morning after football related asset 4 x general morning after assets 2 x second drink assets 1 x second drink poster for social media format 1 x football poster available in social media format

9 Example social media posts Please do not post before Friday 10 th June Please tag our Please tag our Drink Driving general Just having a couple tonight? That second drink is deadlier than you think (insert #ButAlive adverts, heart monitor GIF or two pints poster) THINK! one more couldn t hurt? A second drink could double your chance of being in a fatal collision. #ButAlive (insert #ButAlive advert) Photocopying #ButAlive. A second drink could double your chance of being in a fatal collision. (insert Malcolm #ButAlive advert) In the doghouse #ButAlive. A second drink could double your chance of being in a fatal collision. (insert Brendan #ButAlive advert) Drink Driving football They think it s all over it is now. A second drink could double your chance of being in a fatal collision #THINK (inset football related content) Watching the match tonight? A second drink could double your chance of being in a fatal collision #THINK (insert football related content) Morning after Out last night? You could still be over the limit the morning after #THINK (insert morning after content) Watch the match last night? If you were drinking, make alternative travel arrangements for work this morning #THINK (insert morning after ref card content) Sleep doesn t make you sober. #THINK (insert morning after content)

10 Contact Saoirce Codling