Summer drink driving

AA and Pernod Ricard UK launch new campaign

12 July 2011

In 2009, collisions involving a drink driver were responsible for 17% of road deaths and nearly 12,000 injuries.

Nearly two thirds of AA members think that the responsibility for cutting drink driving lies with the drink drivers themselves – not with anyone else.

So we're continuing our joint anti drink driving campaign with Pernod Ricard UK to encourage people to 'accept responsibility' when it comes to drinking and driving this summer.

There are more temptations to drink and drive in the summer months with the lighter evenings, festivals, barbecues and garden parties, as well as holidays.

According to the Department of Transport, drink driving amongst young adults is most likely to happen between the ages of 17-24 and this campaign aims to remind younger drivers to 'accept responsibility' and make appropriate transport arrangements home this summer.

AA/Pernod summer campaign

AA/Pernod summer campaign

Roadside checks

The police will be carrying out roadside checks at all times of the day and night and on all types of road this summer. Last year 101,000 people were stopped and tested nationally during the 30-day summer police campaign with 5.6% testing positive or refusing a test.

Comment

In May this year the UN launched the Decade of Action for Road Safety and Pernod Ricard is working across the world to contribute to this through its anti drink driving campaigns.

"We are pleased to continue our campaign in partnership with the Automobile Association to encourage people to accept responsibility when driving by not drinking," says Jean-Manuel Spriet, CEO, Pernod Ricard UK.

Often after several drinks it is more difficult for some people to take responsibility, so we all have a role to play in discouraging drink drivers. Edmund King, Automobile Association President, said,"There are more temptations to drink drive in the summer months with lighter evenings, festivals and barbecues. The police will be targeting drink drivers so drivers need to take responsibility for their actions.

"I think the best advice is: If you are going to drive, don't drink. If you are going to drink, don't drive.

"We are delighted to continue the partnership with Pernod Ricard UK in reminding and encouraging drivers to accept responsibility when it comes to drinking and driving – it is extremely important that we maintain momentum in educating consumers about this issue and the importance of personal responsibility."

Factfile

  • Drink drive fatalities account for 17% of all road accident fatalities
  • In 2009, 11,990 reported casualties occurred as a result of a drunk driver
  • In 2008 there were around 470 pedestrian casualties and 110 pedal cyclist casualties in accidents with a driver over the legal alcohol limit
  • Those aged between 17-24 are more likely to have a drink driving related accident
  • Overall, 2.7% of men failed a breath test in 2009 – well over twice the rate of women

AA/Populus panel view

The AA/Populus Panel was asked, Who do you see as being most responsible for persuading drivers not to drink and drive? 11,548 AA members answered:

1% Whoever gave the person the drink (e.g. bar staff)

2% The drinks industry

5% Other people in the car

5% Government

6% Whoever was with the driver before they decided to drive

7% Police

11% Family/friends

63% No one, the drink drivers themselves should take responsibility for their actions

The results show that motorists think that drink drivers themselves should take responsibility for their own actions.