Blazed and Wasted : [campaign] evaluation report.

The summer of 2014 saw an upturn in the proportion of breathalysed drivers who produced a positive result. This is a worrying result that demonstrates that the battle against drink and drug driving is far from over and that schemes which engage the vulnerability among some sectors of the driving population should remain a focus. ‘Blazed & Wasted’ is a campaign pioneered by Safer Roads, Berkshire working in conjunction with stakeholders from the fire & rescue service, police, licensing authorities and others that seeks to address the risks and consequences of driving whilst impaired through alcohol and drugs. Working through a variety of media and interruption marketing events the campaign also seeks to promote designated driving and the use of alternative means of transport. Based on the risk profiling that was used to underpin the development of the campaign there was a particular focus on drivers up to the age of 25. This group reported lower levels of pre-event awareness of the likelihood of being involved in a crash if they drink and drive as well as less awareness of penalties and consequences. 80% of this group also reported that they would rarely or never have a designated driver when on a night out. Whilst the sample sizes in the evaluation study were modest, they show a positive effect on the target audience with 75% of participants under 26 saying that they had learned something or a lot about drink driving. 60% of these participants also reported that they were more likely to use an alternative means of transport or designated driver on a night out. Outside of the attitudinal measures contained within this evaluation, the campaign may also have had an impact on passenger numbers using a major local bus service which saw a 30% increase in custom during the campaign period. When behaviour needs addressing, there remains a need for evidence based campaigns that can reach those most at risk. Blazed and Wasted appears to be able to connect with this particular group of vulnerable drivers. (Author/publisher)