SUMMER DRINK DRIVE CAMPAIGN 2015 PARTNER TOOLKIT dontriskit.info facebook.com/roadsafetyscotland
CONTENTS WHAT IS THE SUMMER DRINK DRIVE CAMPAIGN? KEY MESSAGES HOW YOU CAN GET INVOLVED THE CAMPAIGN SOCIAL MEDIA WEBSITE / NEWSLETTERS / E-ZINE CAMPAIGN CONTACTS
WHAT IS THE SUMMER DRINK DRIVE CAMPAIGN? Welcome to the partner toolkit for the 2015 Summer Drink Drive campaign. The Scottish Government and Road Safety Scotland launched the campaign on Friday 29th May, and it will be backed by Police Scotland engagement activity throughout the summer. The campaign will consist of advertising, social marketing, PR and partner support. The social marketing campaign is running across Scotland for two weeks from 29 May. We would like to support you to spread the campaign s messages in your own area. This toolkit contains: key messages templates to tailor for your own publicity and informing your audiences information about the campaign activity links to sites where you can get more information. We hope you find it useful, and if you have any questions or would like to get in touch to request resources or to give feedback, please email us at roadsafety@stripecommunications.com
KEY MESSAGES Here are the messages we re using at the core of our communications for the campaign: There has been a 17% reduction in drink driving offences from January March 2015 (997) compared to the same period in 2014 (1,209) * Scotland s new drink driving limit means just one drink is enough to fail a test More than 20,000 Scottish drivers are stopped by Police Scotland every month. That s equivalent to one driver breath tested every two minutes On average Police stop a driver every two minutes in Scotland the likelihood of getting caught drink driving is greater than ever. Don t spoil summer by drinking and driving Even if you re just over the limit, you re still a drunk driver in the eyes of the law there is no grey area. Despite what many people think, eating food or perceived tolerance to alcohol do not impede the effects of alcohol - even a small amount impairs your judgement and reactions Having one alcoholic drink then driving makes you three times more likely to be involved in a fatal car crash Find out more by visiting www.dontriskit.info or follow Road Safety Scotland on Facebook and Twitter * Police Scotland management information
HOW YOU CAN GET INVOLVED You can play an important role in spreading this message and we want to make it easy and rewarding for you to do so. Here s how you can help: suggest local spokespeople and case studies for media interviews use the template media release in this toolkit to do your own PR spread the message via your newsletters and social media channels. We ve included template social media posts for you to adapt and use direct all communications to Road Safety Scotland s Facebook and Twitter accounts, and support the campaign s social media activity by liking, sharing and retweeting our content More detail about each strand of the campaign follows, and this toolkit is for you to use to communicate with your local audience, colleagues and elected members. Please feel free to tailor your messaging according to your audiences and communication channels. Thank you for your support.
THE CAMPAIGN When the Summer Drink Drive campaign runs from 29 May to 14 June, it will be supported by PR and social media, advertising, online content and assets, and partnership work: PR campaign We re launching a PR campaign with a news release and accompanying photo. We ll follow that by working with national and regional media to place news stories, features and interviews to raise awareness and inform people about the campaign. If you would like to be involved in the PR campaign as a spokesperson or case study, want to tell us about local initiatives, or just need some advice about getting local publicity, please contact us at roadsafety@stripecommunications.com Social media Through the Road Safety Facebook and Twitter accounts, we will be hosting a range of digital content. Including information about the campaign and the facts about drink driving. Please let us know of any messages you are putting out on your social media channels, as we are looking to support partners and stakeholders on social media. Similarly, we would appreciate your support in sharing our messages through your own channels. Advertising We ll be running an advertising campaign across a variety of formats. There will be posters and beer mats in bars and pubs around the country, as well as two radio adverts. This will be supported by online advertisements. Partnerships We are looking to partner with trusted organisations across Scotland to enable targeted and widespread awareness of the campaign messages, encouraging members of the public to recognise the personal consequences of drinking and driving. We can create bespoke campaign materials for public and internal display and are happy to discuss any further options that partner organisations might want to explore. NCP, G1 Group and KCA Deutag are already involved in the campaign.
SOCIAL MEDIA We d be grateful if you could also provide support via your social media channels. You can like us on Facebook and follow us on Twitter: Facebook: facebook.com/roadsafetyscotland?ref=hl Twitter: twitter.com/roadsafetyscot Here are a few examples of the sorts of tweets you can use to let people know about the Summer Drink Drive, using #dontspoilsummer and #dontriskit: Scottish police stop a driver every 2 minutes. Drink and drive and you ll get caught: don t risk it. There s been a 17% reduction in the amount of drink driving convictions. Moving in the right direction, but remember #dontriskit Here are some examples of Facebook posts you may want to use: Police breath-test a driver every two minutes in Scotland. The odds of you getting caught if you drink and drive are higher than ever. Don t risk it. For more information visit: dontriskit.info Summer s great for a relaxed drink with friends. Don t spoil it by driving afterwards with 20,000 drivers breathtested a month in Scotland, it just isn t worth it. For more information, visit: dontriskit.info One in eight deaths on Scottish roads involve drivers who are over the limit; just one drink makes you three times more likely to have an accident. Don t risk it see dontriskit.info for more information. Just one drink makes you three times more likely to be in a fatal car crash. Don t spoil summer by drink driving. dontriskit.info
WEBSITE/NEWSLETTERS/E-ZINE If you plan to include information on the 2015 Summer Drink Drive campaign in your newsletters, e-zines or online, you may want to use some or all of the following text: DON T SPOIL SUMMER DRINKING AND DRIVING IS JUST NOT WORTH THE RISK A driver is stopped every two minutes in Scotland the likelihood of getting caught if you drink and drive is greater than ever. More than 20,000 Scottish drivers are stopped by Police Scotland every month. Scotland s new drink driving limit means just one drink is enough to fail a test, and in the eyes of the law it doesn t matter if you re only just over you re still a drunk driver. Despite what many people think, eating food or perceived tolerance to alcohol do not impede the effects of alcohol - even a small amount impairs your judgement and reactions. Even one drink makes you three times more likely to be in a car crash.
CAMPAIGN CONTACTS We re looking forward to working with you ahead of and during the 2015 Summer Drink Drive campaign. If you want to get involved or have any questions, suggestions or comments, please contact the team. CAMPAIGN MANAGER Tim Bisset Scottish Government 0131 244 5136 tim.bisset@scotland.gsi.gov.uk PR Shaun Bell Stripe Communications 0131 561 8628 roadsafety@stripecommunications.com PARTNERSHIPS Scott Fraser The Union 0131 476 7515 scott.fraser@union.co.uk