Pan-European Designated Driver Campaign

1
Pan-European Designated Driver Campaign
integrated approach

• A way of raising awareness in young people at
  school
• Janet Witheridge
• Deputy Director, Health and Social Issues
• British Beer Pub Association
• UK
• Brussels 27th May 2003

2
Background

• BBPA has long history of drink-
• drive campaigns
• Good Practice Guides for pubs
• 1999 levelling off of statistics
• Identified high risk groups to target
• hard core - research
• younger age groups

3
Aims of the Competition

• To find a new and effective way to discourage
  drinking and driving in 16 - 25 year olds -
  Created by young
• people for young people
• To raise the awareness of the dangers of
  drinking and driving particularly among young
  people by getting them to
• think about the subject

4
The Tasks

• Participants were asked to
• Research the subject / target audience
• Devise a message
• Find an appropriate medium
• Show how it could be put it into practice
• Present the material to the judges
• (shortlist winners only)

5
The Budget

• The total cost of the competition was 15,000 (
  21,000)
• One third promotion
• One third prizes
• One third photography, events, travel, etc
• The BBPA is grateful to the Diageo
• Foundation for a contribution towards the
• prize money.

6
Publicity

• Adverts placed in educational sections of papers
• Direct mail shot to head teachers of schools
  with sixth forms
• Colleges notified via the Association of
  Colleges
• BBPA Website-
• Competition page
• Briefing material
• Poster for Schools / Colleges
• Links to dedicated e-mail address

7
The Prizes

• 1000 (1400)- prize for winning team from each
  group plus presentation at a top event
• Computer equipment to the value of at least
  1000 (1400)- awarded to colleges of winning
  team from each group
• 250 (350)- for running up team
• in each group

8
Participants

• 40 schools and colleges
• 138 entries
• (138 Group 1 and 31 Group 2)
• 374 participants
• 20,000 reached by the exercise

9
The Entries

• Media advertising
• Posters, TV / radio / cinema adverts (videos and
  storyboards)
• Activities in pubs
• Mirror / toilet media, T shirts, glasses.
• Activities in Colleges
• Screen savers,leaflets, mouse mats
• Other
• Websites, leaflets to be sent with licence
• information, songs, plays, key rings etc

10
Approach

• Dangers and consequences
• - Death
• Shock tactics
• - for and against
• Preaching messages
• - not effective
• Humour
• - considered effective

11
The Winners - Group 1

• Poster, web site and story board for a TV
  advert

12
The Winners - Group 2

• 3 linked videos posters and web site
• ideas for a page in a car selling magazine

13
Conclusions

• The Competition provided
• A cost effective method of reaching the target
  audience - young people
• A number of messages that are meaningful to this
  age group
• An educationally useful project
• A concept that would translate easily to other
  European countries