Our research (qualitative interviews and desktop research) along with our clinical expertise indicated that a by-stander intervention, whereby the message to intervene with a potential drink -driver will be most effective coming from a friend, partner or stranger, would be very effective for this campaign.
As well as this, we developed an escalator of interventions for by-standers to use grounded in the slogan: Prevent, Persuade, Police. (see examples of creative assets below).
100,000 beer-mats, billboards and posters as well as a far-reaching PR & media campaign including features on ITV News led to this campaign winning a National Roads Policing Medal of Order in Sussex in June 2023.
Social Validity was strong for this intervention with both police officer and by-stander acceptability ratings exceptionally high.
The campaign reached almost 1,000,000 people around the country, a 47% increase in social media impressions. Media interest increased by over 120% compared to the previous year. Officers made 369 arrests over the campaign period. Despite an increase in operational activity, this equated to a 10% decrease in arrests compared to the year before.
Finally the award-winning campaign is currently being generalised and adapted by other police forces for their upcoming drink driving & knife-crime campaigns such was the success, innovation and national interest generated.
