Christmas anti-drink driving campaign

Almost a fifth of drivers have driven the morning after a night of festivities

Almost a fifth of drivers have driven the morning after a night of festivities

Almost a fifth of drivers have driven the morning after a night of festivities

Almost a fifth of drivers(19%) have driven the morning after a night of heavy drinking, even when they think they could have been over the limit, according to a new AA-Populus survey*.

Half of drivers (54%) though do try to avoid drink driving by agreeing a designated driver before a night out.

The survey also highlights the tactics drivers employ to try to counter being over the limit the morning after, such as, drinking lots of water or having a fry-up.

This year’s Christmas anti-drink driving campaign from the AA and Pernod Ricard UK will be fronted by a brand from the premium spirit company’s portfolio for the first time ever; Jameson Irish Whiskey. The decision was made in order to target the Jameson brand’s young adult audience, by delivering the serious nature of the message in a visually engaging way.

Targetting young adults

The anti-drink driving campaign is digitally-focused and exclusively aimed towards 18-34 year old men.

Targeted digital ads will run over the festive season into January 2015 on websites such as:  Time Out, Metro and Transport for London and will feature straplines including, ‘Driving? Enjoy a Jameson some other time’ and ‘The key to a great night. No car key’.

This year’s anti-drink driving campaign is fronted by Jameson Irish Whiskey

No car key

Designated driver

Women are more likely than men to agree a designated driver beforehand (58% vs. 52%). Likelihood to do this also increases with age; 43% of 18-24 year olds say that they would agree a designated driver before going out for the evening to an occasion involving drinking alcohol, increasing to 58% of those aged 65 and over.

Members living in London are the least likely to agree a designated driver beforehand (40%), and are the most likely to plan to use public transport or taxis (39%).

Drivers in the East of England (61%) and the South West (60%) are most likely to agree a designated driver beforehand.

Water and fried breakfast

The AA survey also showed that people try various approaches the morning after heavy drinking to attempt to alleviate a hangover.

The most popular tactic amongst more than one third (37%) of drivers is to drink lots of water, while almost half of younger drivers aged 18-24 years old will have a fried breakfast (45%).

However, although some doctors have indicated that these techniques may help sooth a hangover, it is less clear that they reduce alcohol levels more quickly.

Therefore, Pernod Ricard UK and the AA recommend that if you are going to drive, even early the next day, then you should not drink.

Top tactics used to reduce alcohol levels

Drink lots of water  37%

Fried breakfast  16%

Fruit juice  9%

Aspirin  6%

Go for a run  3%

Irn Bru  2%

Chocolate  2%

Other  5%

Regional Variations

9% of drivers in Scotland opted for Irn Bru compared to just 1% in every other part of the UK.

Those in London and the South East are most likely to try water along with 69% of 18-24 year old drivers.

A fried breakfast was favoured most in London, the North East and amongst younger drivers.

Drivers in the North East were least likely to go for a run and younger drivers were most likely to try this (8%).

Those in the East Midlands and Scotland were least likely to try an aspirin.

The same penalties, such as a minimum year’s ban, for drink driving apply the morning after as they do the night before

Edmund King, AA president

Encouraging

Commenting, Edmund King, AA president, said: “It is encouraging to see that many people are choosing to select a designated driver before a night out but it’s really important that they also consider arrangements for the morning after too. Alcohol levels in the body can still mean that drivers are over the limit the following morning and we want to ensure that people are fully aware of this when they are making the decision whether or not to get behind the wheel.

Urban myths

“There are many urban myths and rituals used to try to counter hang-overs and reduce blood alcohol levels but the only safe method is to drink less or give adequate time for the alcohol to leave your system. The same penalties, such as a minimum year’s ban, for drink driving apply the morning after as they do the night before.”

This year’s anti-drink driving campaign is fronted by Jameson Irish Whiskey

If you're driving, don't drink

We would suggest implementing simple ideas in pubs and bars, such as having a local taxi list accessible on the bar

Denis O’Flynn, MD Pernod Ricard UK

Don’t realise the dangers

Denis O’Flynn, Managing Director of Pernod Ricard UK, added: “This year we are using the Jameson brand to grab the attention of young adults who may be tempted to drink-drive. It’s clear that a lot of people are making the right choices but often they don’t realise the dangers of driving in the morning after a night of festivities.

Local taxi list

“The Christmas period is a key time for our trade customers and they can also play a role in encouraging people to make sensible decisions when it comes to driving. We would suggest implementing simple ideas in pubs and bars, such as having a local taxi list accessible on the bar or allowing customers to leave their car in the car park overnight, to collect later the following day.”

In total, Pernod Ricard UK and the Automobile Association have run eight anti-drink driving campaigns over the summer and Christmas periods since December 2010.

Further details on Pernod Ricard’s responsible drinking campaigns are available in its ‘Wise Drinking’ brochure.

Factfile

The latest estimates of drink drive casualties are for 2012 and show that there were 230 drink drive deaths in 2012, not significantly different to the previous two years.

  • Following a sharp drop in deaths between 2009 and 2010 (a fall of around 40%) drink drive deaths have been stable since 2010, between 230 and 240. These are the lowest figures seen since detailed reporting began in 1979.
  • There were 1,430 drink-drive killed or seriously injured casualties (KSIs) in 2012, a fall of 5% from 2011. Drink drive KSIs fell each year from 2002 to 2010, with an average fall of around 10% each year. Since then, the KSI numbers have been relatively stable.
  • In 2012, 6% of killed motorcyclists and around a quarter of vehicle drivers were found to be over the legal alcohol limit when they died. These proportions have fluctuated over the past decade, but without a significant upward or downward trend. However, the overall number of killed drivers and riders has fallen, which has contributed to a fall in the number of drink drive deaths.
  • Breath test data shows that in 2013, 3% of drivers and riders failed a breath test following a reported personal injury accident. This proportion has been broadly stable since 2010, following falls earlier in the decade from 4% in 2004.

(9 December 2014)

* Populus received 19,887 adults, aged 18+, responded to the AA-Populus online panel between 18-26 November 2014. Populus is a member of the British Polling Council and abides by its rules. For more details go to www.populus.co.uk.


Pernod Ricard UK initiatives to promote responsible drinking include product labelling, responsible marketing practices, active membership of social responsibility organisations such as the Portman Group and trade bodies including the WSTA, plus contributions to the Drinkaware Trust and the Campaign for Smarter Drinking. Pernod Ricard UK also actively participates in the Group’s Responsib’ALL Day – when all Group employees, on the same day and in all subsidiaries, take part in initiatives to take concrete steps against irresponsible drinking.