NEWS

50 years of drink driving adverts, but still casualties from drink drive collisions are rising

November 7th, 2014

Although road
deaths due to drink driving have fallen from 1,640 in 1967 – when drink driving
records began – to 230 deaths in 2012; the award winning drink drive campaign,
Don’t Be That Someone says there is still a lot more to be done.

Don’t Be That
Someone points to the most recent Department for Transport statistics that show
the amount of casualties from drink drive collisions (not including people
killed) have actually risen since 2010 from 9,450 to 9,710. That’s the equivalent
of one person every hour in the UK alone.

Furthermore the
latest Department for Transport Statistics show the number of people killed and
injured in drink driving collisions in Wales has risen for the first time in
three years too.

The
Department for Transport does not currently target 14 to 18-year-olds in its
drink-drive campaigns, despite research showing that young people’s attitudes
towards driving safety are established well before being able to legally drive.

Michael McAdam,
Founder and Trustee of Don’t Be That Someone, says

“Looking
at these statistics it’s obvious that more needs to be done to education young people
about the dangers of drink-driving, all year round. This is what Don’t Be That
Someone does, and our campaign is proven to raise awareness and change
attitudes”

Don’t Be That Someone’s Christmas 2013 campaign will focus on the passenger

December 4th, 2013

This December, Don’t Be That Someone’s drink-drive awareness campaign will focus on the passenger. And the theme? Become a hero.

The latest Department for Transport figures (DfT) show 44% of all car passengers injured or killed in a drink drive collision were between 16-24 years of age,  it’s especially important that young people are reminded of the dangers of drinking and driving.

Michael McAdam,  Founder and Trustee of Don’t Be That Someone says “We’re appealing to friends to keep each other safe on the roads. Whether you’re the designated driver, the passenger who keeps an eye on how much their friend has drunk, or the person who stops their friend from getting behind the wheel after drinking. You can be a hero – by making sure your friends get home safe, you could be saving a life. It could be theirs. It could be yours. Or it could be a stranger’s. But stepping in makes you a hero.”

To launch the campaign, Don’t Be That Someone have created a short animation with five tips on how you could be a hero. And they’ll be running hero-themed events in various locations throughout the campaign. All this will be backed up by a social media campaign – supported by Institute of Advance Motorists.

The animation can also be view below

Mike McAdam to represent UK at European forum

November 22nd, 2013

Mike McAdam, founder and trustee of the Don’t Be That Someone, has been asked to represent the UK at the 5th European Youth Forum for Road Safety (EYFRS).

The European Youth Forum for Road Safety will be held in southern Italy on 28-29 November 2013, with a pre-forum organised by the Province of Crotone on 27 November. The Forum is being organised by the Belgium road safety group Responsible Young Drivers and supported by the European Commission.

The main objective of the forum is to “transform the existing ongoing youth forum network into a referenced youth community acting as a recognised entity”.

The forum will provide the opportunity for young driver delegates from each of the 28 EU Member States to debate with road safety experts, and develop concrete and innovative solutions to road safety issues that affect young people.

Mike McAdam said: “I am delighted to have been asked to attend this forum. It will be a fantastic learning experience and an amazing opportunity to meet other professionals and young people who are passionate about making a difference to keeping young people safe on our roads.

“We are also excited about spreading the messages of Don’t Be That Someone to a European audience.”

European Night Without Accidents promotional film

November 19th, 2013

Saturday 19th October was the European Night Without Accident and Don’t Be That Someone partnered with Tune into Traffic to represent the UK.

More information about the event can be found here, but below is the promotional video we had commissioned for the event

As well as making sure people had fun, there was a serious message behind the event that was relayed to everyone who got involved.

1000’s of people became Heroes for the European Night Without Accident (ENWA)

October 22nd, 2013

The European Night Without Accident (ENWA) took place in Luton on 19 October and saw around 1,000 people become ‘heroes of the night’.

European Night Without Accident is an annual awareness campaign that runs across Europe. The campaign uses peer-to-peer learning in party hotspots to engage with young people and make them aware of the dangers relating to drink and drug driving. The project was initiated in Belgium and is supported by the European Commission.

The event focused on the ‘heroes of the night’ who don’t drink and drive – the designated driver, or the passenger or friend who stops someone from getting behind the wheel after drinking.

There was a chance to ‘take on a hero’ at a reaction-testing game, as well as a super hero themed dress up photo booth.

The day’s events were backed up with blogs, competitions and social media posts that have reached thousands more people, spreading the campaign’s message to a wider audience.

Michael McAdam, founder and trustee of Don’t Be That Someone, who organised the event, said: “The event was a lot of fun with many people engaging with the reaction tester game and photo booth. As well as making sure people had fun, there was a serious message behind the event that we relayed to everyone we spoke to.

“Everyone who engaged with us took away ‘5 ways to become a hero’ – top tips on how to stop their friends from drink driving. These were provided in a handy pocket size booklet.”

For more photos from the event, go to www.becomeahero.org.uk

ACPO and Z-Card support European Night Without Accident

October 18th, 2013

European Night Without Accident is an annual awareness campaign that runs across Europe. The campaign uses peer-to-peer learning in party hotspots to engage with young people and make them aware of the dangers relating to drink and drug driving. The project was initiated in Belgium and is supported by the European Commission.

The 2013 UK event will take place at the Galaxy Centre in Luton and the focus will be on the “heroes of the night” who don’t drink and drive – the designated driver, or the passenger or friend who stops someone from getting behind the wheel after drinking.

ACPO will tweet messages of support in the lead up to and during the event while the Z-Card PocketMedia will be deployed to deliver campaign messages direct to people’s pockets.

Mike McAdam, founder and trustee of Don’t Be That Someone, said: “When on a night out, with everything that’s happening, sometimes people forget just how important it is to plan your journey home.

“That’s why we’re partnering with Z-CARD PocketMedia. Having all the vital information on a Z-Card makes our key messages really stick. It’s small enough to keep in your pocket, and interactive enough to stay memorable.”

Chief Constable Suzette Davenport, ACPO national policing lead for road policing, said: “The attitudes we form as children and young people often shape the adults we grow into. With that in mind I support any work which urges young people to consider the dangers of driving irresponsibly.

“A vehicle is a fatal weapon in the wrong hands so it is imperative that young people appreciate the responsibility they are taking on when they get behind the wheel for the first time and the importance of driving responsibly.

“A night without accidents would be a wonderful thing; something we should all work together to try to achieve.”

9 out of 10 Brits letting drink drivers drive away

September 26th, 2013

Following the Department for Transport’s report released today (26 September), which estimates that drink drive deaths increased by around 17 per cent compared to 2011, new consumer research from Kabbee on behalf of not-for-profit drink drive campaign Don’t Be That Someone has revealed that only 1 in 10 British adults always stop their peers from drinking and driving. In fact, the results of the research project suggest that 1 in 3 Brits have knowingly accepted lifts from individuals even though they believed those individuals had drunk too much to drive to the best of their abilities. The findings will increase pressure on the government to adopt the recommendations of the North Report and lower the legal drink-drive limit from the current 80mg of alcohol per 100ml of blood to 50mg.

The results of the Kabbee research suggest that many British adults have lax attitudes to drinking and driving: 30 per cent of the drivers surveyed said that they had gotten behind the wheel the morning after consuming either 4 pints, 4 large glasses of wine, or 9 shots over the course of the previous evening; just under 1 in 3 Brits (32 per cent) admitted to having accepted a ride from someone they worried was still over the limit the morning after a night of drinking.

When asked where they drew the line at accepting lifts from potentially over-the-limit drivers, just over 1 in 10 respondents (12 per cent) to the Kabbee study said that they would do so if their would-be driver had consumed 2 large glasses of wine or 3 pints of beer in the 5 hours before the proposed journey. However, a similar proportion (8%) only drew the line at accepting a lift from someone who had consumed more than 4 large glasses of wine or 5 pints of beer prior to driving. 1 in 20 respondents said they wouldn’t accept a ride from someone who had consumed a single pint 5 hours or less beforehand.

When asked why they had accepted lifts from potentially over-the-limit drivers, almost 1 in 10 respondents replied that it was because they felt they had ‘no other way home’. More than 1 in 10 Brits (14 per cent) said they did so because the driver’s abilities didn’t ‘seem’ impaired to them, while 1 in 20 said that they accepted a lift from someone who might be over the limit because they felt doing so was safer than taking the bus home.

Most significantly, the study revealed that the vast majority of UK adults (88 per cent) do not consistently stop people they know have been drinking from driving. Just over 1 in 10 of those polled (11 per cent) said that they felt ‘it wasn’t their place’; another 1 in 10 said that they hadn’t stopped potentially over-the-limit drivers because they ‘seemed okay’ and ‘could make their own decisions’.

Mike McAdam, founder of the Don’t Be That Someone campaign, commented: “Typical anti-drink drive campaigns target potential drink drivers. But if we’re going to make a difference, we need to go beyond what’s ‘typical’. That’s why we’re targeting the non-drivers. We want passengers to turn down lifts from friends who have been drinking and find themselves and their would-be drivers another way home – and that’s not a lot to ask now that buses and minicabs are so accessible and affordable. And we ask anyone who sees someone get behind the wheel after drinking to report it to the police. Stopping a drink driver is heroic – and it could well save lives.”

Phil Makinson, co-founder of Kabbee, commented: “The DfT’s provisional figures showing a year-on-year rise in the number of people killed in drink-drive collisions are highly disturbing. We’re supporting the Don’t Be That Someone campaign because we also believe that passengers have an important role to play in dissuading people from drink-driving. At the very least, we hope the shocking statistics we’re releasing today will convince people who are going out drinking to sort their transport out before they leave the house.”

AA DriveTech, Don’t Be That Someone and Tune Into Traffic all team up to highlight the dangers of drink driving for young people.

September 10th, 2013

October is the month when most casualties and collisions from drink driving happen. Recognising this, AA DriveTech, part of the AA, has teamed up with Don’t Be That Someone and Tune Into Traffic to support the European Night Without Accidents, on Saturday 19 October 2013.

European Night Without Accident is an annual awareness campaign that runs across Europe. The campaign uses peer-to-peer learning in party hotspots to engage with young people and make them aware of the dangers relating to drink and drug driving. The project was initiated in Belgium and is supported by the European Commission.

The 2013 UK event will take place at the Galaxy Centre in Luton and the focus will be on the heroes of the night – the people that don’t drink and drive. Whether they’re the designated driver, the passenger or the friend that stops someone from getting behind the wheel after drinking.

The event is championing those heroes through comedy and interactive media. There will also be the chance to ‘take on a hero’ at a reaction-testing game, as well as interactive comedy sketches from a professional group.

Mike McAdam, Founder and Trustee of Don’t Be That Someone says “We know that the answer to reducing drink driving isn’t in stopping people from drinking, it’s from encouraging people to get themselves and their friends home safely. We’re asking young people to look after their friends while out having fun, to be a hero, make sure their friends get home safe and that they don’t drink and drive”

McAdam continues “It’s fantastic that AA DriveTech share our passion for educating young people about the dangers surrounding drink driving, and thanks to their support we can make European Night Without Accidents a bigger and better event”

David Richards, Marketing Director of AA DriveTech said “As the provider of Steer Clear drink drive rehabilitation courses, we understand the devastating consequences that drink and drug driving can have on the families of both the victim and also the driver. By joining together with Don’t Be That Someone, we hope to raise this vital issue in the minds of young people so that they think before they drink drive and then make the right decision not to.”

There is still time for Local Authorities or other interested organisations to support European Night Without Accidents (for an event in their region) and if interested should contact Mike McAdam by email, or via the contact page on this site.

The government need to re-think their drink drive awareness strategy as provisional figures show 25% increase of deaths due to drink driving

August 5th, 2013

Award-winning not-for-profit drink drive campaign Don’t Be That Someone says the government need to rethink their drink drive awareness strategy as provisional Department for Transport figures released on 1 August 2013 show a 25% increase of deaths due to drink driving.

Mike McAdam, Founder and Trustee, of Don’t Be That Someone says

“Currently the government do not target 14-18 year olds in their drink drive campaigns despite research that shows driving safety attitudes are established before you reach the age of driving. If the Government really want to see deaths, injuries and collisions reduce they need to target pre-drivers to change their fundamental attitudes so they don’t drink and drive in the first place”

The recent results by Association of Chief Police Officers summer drink drive campaign, shows since 2011 there has been an increase each year of the percentage of total people tested that were positive, failed or refused a breath test. In 2011 casualties and collisions by drink driving rose for the first time in 10 years too.

McAdam argues

“Looking at these statistics there is a worrying increase in the amount of people drink driving and being killed or injured because of it”

In the UK alone, the equivalent of one person every hour is killed or injured in a drink drive collision. Don’t Be That Someone is aiming to change that by targeting 14-18 year olds all year around

Partnership will represent UK in European drink drive campaign

June 27th, 2013

The ‘Don’t Be That Someone’ campaign has partnered with ‘Tune Into Traffic’ to represent the UK in the ‘European Night Without Accident’ campaign on 19 October.

The Tune into Traffic campaign aims to equip young people with the skills and knowledge they need to be “wiser, more aware and ultimately safer” on the roads.

European Night Without Accident is an annual awareness campaign that runs across Europe. The campaign uses peer-to-peer learning in party hotspots to engage with young people and make them aware of the dangers relating to drink and drug driving. The project was initiated in Belgium and is supported by the European Commission.

The 2013 campaign will take place in the UK on 19 October and will promote designated drivers and raise awareness of the issues that young people face on a night out.

Michael McAdam, founder of Don’t Be That Someone, said: “We are very pleased to be taking part in the campaign and know how important it is to engage with young people and change their attitudes about the dangers surrounding drink driving.

“In 2011 the latest Government statistics show that on average one person every hour in the UK alone was killed or injured in a drink drive collision. This is why more needs to be done to raise awareness and change young people’s attitudes.”

Manpreet Darroch, founder of Tune into Traffic, said: “Tune into Traffic ran the European Night Without Accident in 2010. This year, we’re excited to be teaming up with Don’t Be That Someone – another youth-led organisation – to reach our peers and promote a European Night Without Accident.”

Don’t Be That Someone is encouraging local authorities or other organisations to get in touch if they would like to support the event to help maximise impact in the UK.