Drug-driving campaign launched
By politics.co.uk staff
A new TV advertising campaign launched this evening forms the centrepiece of government efforts to raise awareness about drug-driving.
Research this year revealed startling figures about the extent of drug-driving in Britain. One in ten young male drivers have admitted to taking illegal drugs. One in five drivers killed in road accidents may have an impairing drug in their system.
Transport secretary Andrew Adonis has launched a £2.3 million campaign to raise public awareness up to the same levels as that of drink-driving.
“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,” he said.
“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 drug drive campaign, created by advertising agency Leo Burnett, will feature online, on radio and at music festivals. An “ambient advertising campaign” is also planned.
The first TV advert will air before tonight’s Coronation Street on ITV1.
It will seek to establish the message that police forces are capable of detecting when someone is under the influence of drugs and that they will be punished in the same way as drink-drivers.
Those convicted of driving while unfit through drugs can expect a large fine, a criminal record and a minimum one-year driving ban.
