Drink driving is a widespread issue in Poland. However, DRUID(1) study shows that many people also drive under the influence of drugs. Both groups of drivers pose a mortal danger to themselves, their passengers, as well as other people on the roads. Drug use is a worldwide social problem and no country can entirely eliminate narcotic drug use, in particular among young people. A significant amount of time and effort is needed to control trends in psychoactive substance use on the one hand and to minimise drug-related harm on the other. The campaign aims to promote fashionable safe driving when returning from any party or social occasion so that young people do not double their risk – by using drugs and drinking and then getting into a car.
The issue is of particular significance to people between the age of 16 and 25, who are regular disco and club goers. Having fun often has a tragic end due to a lack of foresight. Therefore, the desired result of the campaign is to change the attitude of young people and make planning a return from a party the norm for young people – in their own interests and the interests of other road users. Another equally important goal of the campaign is to make young people aware that driving under the influence of drugs is a crime, for which they could face a penalty of up to two years imprisonment.
This year’s campaign, like the first one, consists of, among others, TV and radio spots, as well as newspaper ads. This time, the campaign uses the language of young people and involves them in the dialogue, thus encouraging them to take an active part in the campaign, by asking a reflective question: “So how are you getting back home?”. An internet site for the campaign has been launched at www.planujpowrot.pl, where internet users can voice their opinion about the issue as part of a competition related to the topic of the campaign. The site also contains information on the influence of drugs and alcohol on a driver.
Martis is the advertisement agency behind the creation and media positioning of the campaign “Been doing drugs? Don’t drive! After alcohol and drugs your brain grinds to a halt”. Media relations concerning the campaign are carried out by a PR company called Partner of Promotion. The campaign finishes at the end of November.
(1) DRUID study has been carried out by the Motor Transport Institute and the police since 15th October 2006. The study is due to finish in 2011. 19 EU Member States are taking part in the study. The aim of the study is to assess the prevalence of driving under the influence of alcohol and psychoactive substances.
On 28th July 2010, the National Bureau for Drug Prevention launched an advocacy campaign, which is a follow-up to the actions undertaken last year. The campaign is aimed at awareness raising, in particular among young people, concerning driving under the influence of alcohol or drugs. Despite having divergent legal status, both alcohol and drugs, are equally dangerous for drivers.