In 2019, Road Safety Scotland, in collaboration with the Scottish Government and Police Scotland, launched a critical campaign to combat drink and drug driving during the festive season. This initiative was part of the broader #DriveSmart campaign aimed at encouraging safer driving behaviors across Scotland.

Campaign Overview

The primary objective of the campaign was to raise awareness about the severe consequences of drink and drug driving. Emphasizing that the best approach is complete abstinence from these substances while driving, the campaign aimed to protect lives and reduce road accidents. The initiative supported Police Scotland’s Festive Safety campaign in December 2019, targeting heightened vigilance during the holiday season.

Advertising Strategy

To effectively reach the target demographic of 20-29-year-old drivers, the campaign featured a series of creative advertisements under the theme “Gran.” These ads were disseminated across various media platforms including television, cinema, online channels, and social media starting from November 28. Additionally, radio adverts were aired on outlets such as Bauer, Spotify, and other podcast platforms. These advertisements were designed to be impactful and easily shareable to maximize their reach and influence.

Social Media Engagement

Road Safety Scotland utilized its Facebook and Twitter accounts to disseminate digital content related to the campaign. The hashtag #DriveSmart was prominently featured to create a unified message across all social media platforms. The campaign’s films, “Not Even One” and “Morning After,” were also promoted online to highlight the risks associated with drink and drug driving, and the importance of considering the lingering effects of substances the morning after consumption.

Learn more from Road Safety Scotland (Scotland, 2019)