Guernsey summer anti-drink drive campaign takes off

Guernsey Police took to the skies recently in an innovative way to promote its first summer anti-drink driving campaign.

A plane, which flew across the island trailing a banner with the message ‘Enjoy your summer. Don’t drink and drive’, spread the message to thousands, marking the launch of the two-month campaign.

Guernsey Police used a number of other tactics to promote its campaign in an attempt to have the maximum impact at minimal cost.

Other strategies included:

• Featuring the key message for the campaign: ‘Think… how much could that drink cost you?’ on posters and beer mats in all pubs, clubs and restaurants, a newspaper advertising campaign, as well as a giant bus advert.
• Police patrol cars carrying anti-drink driving messages such as: ‘Trust me, I’m not the sort of taxi you want’ on the rear windows.
• Bar staff wearing colourful T-shirts featuring the numbers of local taxi firms on the backs.
• All major local retailers were contacted and agreed to feature anti-drink drive point-of-sale messages in supermarkets, convenience stores and garage forecourt shops in a bid to target those buying takeouts for consumption at BBQs or outdoor parties.

A Facebook group, ‘Don’t drink and drive Gsy’, was also set up featuring information on the consequences of drinking and driving and allowing people to voice their views and experiences about drinking and driving.

The campaign also worked closely with local media, from newspapers and radio stations to TV channels, including ITV and BBC. Experts in insurance and recruitment were also approached to provide professional advice and forewarning on this matter.

Guernsey Police decided to run this additional summer campaign following a review of statistics, which highlighted a general increase in the number of people arrested for drink driving during the period.