Attwood launches groundbreaking 3D anti drink drive message

DOE will lead the way in road safety when Environment Minister Alex Attwood launched the Department’s first anti drink drive campaign in 3D.

This 3D format for a road safety advertisement will be a groundbreaking first within the European Union.

Mr Attwood said: “The youth audience is particularly hard to reach, most of all young males, and we continue to look for new ways to get the attention of an increasingly discerning audience. DOE is bold enough to take advantage of new technologies and develop innovative communication approaches to connect young people with messages about safe driving.

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The audience will already be familiar with the ‘Hit Home’ campaign, where the voices of ordinary people warn ‘Every drink increases your risk of crashing’. Now, however, when we see the pint glass smashing, it will do so in vivid 3D, conveying the brutal consequences of drink driving.

During the 10-year period 2002-2011, 213 people were killed and 1,172 seriously injured as a result of motorists choosing to drink and/or take drugs and drive. These deaths and serious injuries accounted for 11% of all road casualties during this period.

Mr Attwood said: “Good improvements have been made in reducing drinking and driving in Northern Ireland over the last two decades. Unfortunately more needs to be done. This fresh approach will reinforce the dangers of becoming involved in drinking and driving over the summer period in a way that further engages with the youth audience. In the Republic of Ireland this weekend there will be an intense crack down by the Garda on speeding . Why? Because deaths on Ireland’s roads in June were the worst for the month since 2008. This is a timely warning to us all – slow down, don’t drink and drive and be safe.”

This 3D campaign emphasises that driving is impaired from the very first drink, so never, ever drink and drive.

The campaign will air alongside the launch this week of ‘The Amazing Spider-Man 3D’ and runs over the holiday period.