Twice as many drivers think that there are more temptations to drink drive in the summer than the winter
Twice as many drivers think that there are more temptations to drink drive in the summer than the winter, according to an AA-Populus poll of 23,450 drivers, conducted to launch the latest phase of the Pernod Ricard UK and AA joint anti-drink driving campaign.
This is the sixth anti-drink driving campaign launched by the AA and Pernod Ricard UK since December 2010.
More younger drivers (18-24 yrs) than older drivers (55-64 yrs) strongly agreed that the temptation to drink was greater in the summer. Hence the campaign is targeted at 18-24 year olds looking to enjoy casual drinking occasions in parks, pubs and friends’ houses over the summer.
Drivers in the North West were most likely to think that the summer was a bigger temptation (54%) whilst those in Scotland (42%) and Northern Ireland (43%) were least likely to agree.
If faced with a designated driver who had had one too many, most drivers (68%) will confiscate their keys and call a cab. This is most likely among those in Northern Ireland (80%).
Females were more likely (74%) than males (65%) to take away the keys if drivers were over the limit. Middle-aged drivers (35-54 yrs) (71%) were more likely to take away the keys than the youngest drivers (65%) and the oldest drivers (64%).
Those in the South West of the UK are the most likely to find another way home and report their friend to the police (8%). In the UK as a whole 6% would take this action.
Almost one fifth (19%) would encourage their driver to wait a while before driving if they thought they had drunk one too many at a summer party. This is worrying as it is difficult to calculate how long it takes for the effects of alcohol to wear off. Males, young drivers and those living in the South East were most likely to take this course of action.
The campaign encourages drivers to ‘accept responsibility’ when it comes to drinking and driving. The advertising campaign launches on 8 July and runs over the summer-months until the end of September.
it is worrying that a significant number of people would still accept a lift with a drink driver. This is dicing with death as drinking and driving should never be mixed
Edmund King, AA president
Edmund King, president of the AA, said: “We must continue to remind drivers about the dangers of drinking and driving. It is crucial that drivers and their friends and family consider the hazards of drinking and driving on all occasions throughout the summer.
"Twice as many people agree that there are more temptations to drink drive in the summer than in the winter but it is worrying that a significant number of people would still accept a lift with a drink driver. This is dicing with death as drinking and driving should never be mixed.”
Denis O’Flynn, Managing Director at Pernod Ricard UK, added: “Pernod Ricard, alongside the 13 leading alcohol companies worldwide, aims to reduce the trend of excessive and inappropriate consumption of alcoholic beverages. We propose to do this by focusing on five key commitments within the coming five years and one of the aims is to reduce drink driving. Education is essential to achieving this commitment and through our partnership with the AA we are hoping to continue to make a significant difference in this area.”
(8 July 2013)
Populus received 23,450 responses from AA members to its online poll between 11 and 17 June 2013. Populus is a member of the British Polling Council and abides by its rules.