The ‘Personal Consequences’ drink drive campaign launched in July 2007, using a variety of communication activities to try to persuade drivers to avoid drinking and driving. Young male drivers aged 17 to 29 are the core target group for the campaign.
The aims of the campaign are:
- to increase awareness of the personal consequences of a drink driving conviction
- to encourage the belief that 1 to 2 drinks are too many before driving
- to reinforce and build the social stigma around drink driving