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Public surveyed over effectivemess of campaign to stamp out Christmas Drink Driving 24 January 2007

The public are being asked to help shape the 2007 Christmas anti-drink drive campaign following the success of last year’s initiative.

A questionnaire, which can be downloaded online at www.gov.im, asks people to give their opinion on the effectiveness of the 2006 campaign.

Statistics for 2006 reveal police stopped 950 vehicles between December 11 and January 4, compared with just over 400 the previous year. However, only 11 motorists were arrested for drink driving, compared with eight during Christmas 2005. Of those 11, eight have been charged and one is on bail.

Christmas Drink Drive Campaign 2006The campaign, a joint initiative between the Road Safety Unit and the Isle of Man Constabulary and supported by Manx Radio and Sleepwell Hotels, was launched on November 29 at the Claremont Hotel on Douglas Promenade.

It featured a high-profile radio advertising campaign, which saw children from Ballakermeen and Castle Rushen high schools record versions of ‘Arrest Ye Merry Gentlemen’, which was adapted from the Christmas carol ‘God Rest Ye Merry Gentlemen’.

The other main focus was a poster campaign, including a hard-hitting image of a hearse parked in front of a taxi, bus, ambulance, fire engine and ambulance – with the tagline ‘Who’s taking you home this Christmas?’.

The questionnaire asks how effective the advertising campaign was, whether people saw the posters around the Island – such as those on the backs of buses – and whether they remember any of the slogans attached to the campaign.

Road Safety Manager Gordon Edwards said:

‘We are pleased with the 2006 statistics, which show that, hopefully, the dangers inherent in drinking and driving are finally hitting home with motorists. However, all the good work from our team and the Isle of Man Constabulary, supported by a strong publicity campaign, will be for nothing if motorists fail to heed the message and we see poor results for the next Christmas campaign.
‘Therefore, it’s important that we receive feedback from the public, as it is only by listening to what people say that we can fine tune and improve future campaigns.’

Completed questionnaires should be returned by email to: enquiries@roadsafety.dot.gov.im, by fax to 686905 or by post to the Road Safety Unit, Highways Division, Department of Transport, Sea Terminal Buildings, Douglas, IM1 2RF.

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