Designated driver report2003-2008

Strategy

To increase the knowledge of the designated driver role among young people Mass media ads (tv, newspapers, internet and on www.noc-turnos.es).

Change attitudes at points of consumption Experts sent to encourage consumers to become designated drivers. Rewards for those who have a negative breathalyser test (free soft drinks, t-shirts, petrol vouchers)

Programa Los Noc-turnos

Objectives

•To raise awareness of the dangers of drink-driving among young people•To implement the designated driver concept as a normal behaviour.

Programa Los Noc-turnos

Partners

•DGT( National Road Safety administration)•Servei Catala transit ( Regional road safety administration in Catalonia)•Instituto Andaluz de la Juventud ( Regional Youth institute in Andalusia)•Mapfre ( Motoring association)•Coca-cola•The European commission

Programa Los Noc-turnos

Mass media investment 03-08

2003 2004 2005 2006 2007 2008Mass media ads investment 1.054.105,00 € 1.503.620,00 € 1.192.005,27 € 1.103.374,00 € 468.768,00 € 300.000,00 €

TV TV campaign andalucía/ cataluña National TV campaign National TV campaign National TV campaignRadio 40 pples/ M-80 Channel 40pples Channel 40 pples

Free newspapers 21 ads 8 adsPublicity on-line Terra, MSN, Yahoo MSN, Yahoo

web site www.noct-turnos.es 59.124 visits 33.818 visitsResults 461 GRP´S 1.116 GRP´S 727 GRP´S 498,8 GRP´S 620 GRP´S On going campaign

•Total investment to raise awareness of the designated driver role from 2003 to 2008 has been 5.621.872€•Over 3.883,8 GRP´S•Over 92.942 visits on www.noc-turnos.es site•Knowledge of the role has increased 50% over the last 5 years.

Programa Los Noc-turnos

Investment of promotions at point of consumption 03-08

•Total investment to implement the designated driver role as a habit from 2003 to 2008 has been 754.245€.•So far 3.855 people adopted the role. •Over 12.336 people has received the message to adopt the designated driver role.

2004 2005 2006 2007 2008 TotalInvestment 150.740 € 135.431 € 179.624 € 144.950 € 143.500 € 754.245 €Participants 575 841 898 832 709 3.855

Nª actions point consumption 10 8 12 12 9 51

Programa Los Noc-turnos

Main results

Habits related drink driving:

•Most young people always take their car when they go out at night at weekends 69% (2003) vs 66% (2007).The use of the car has decreased slightly.

•An increase in the number of young drivers that never drink and drive 27% (2003) vs 73% (2007). We observed an increase in responsible attitudes towards drink driving over the last 5 years. This percentage is higher between drivers aged from 16 to 25 years old, 75% of the drivers never drink and drive. The designated driver role is starting to become a habit.

•Most of the times the person who adopted the designated driver role is the owner of the car 75% (2007) VS 69% (2003). The rotation of the role has been at similar levels over the last five years 24% (2007).

•If the owner of the car had drunk, they would ask someone who hadn’t been dinking to drive, 64%. Also 55% of the sample refused to be driven home by a drink driver.

Programa Los Noc-turnos

Main results

Knowlegde of the designated driver role :

•Knowlegde of the role increased 50% over the last five years, 22% (2003) VS 72% (2007).•89% of the sample knew about the role through the different mass media tools which we are useing.

Habits related to the designated driver role:

•The perception that the designated driver role would became a habit has increased, each year the role is percieved to be more feasible 20% (2003) VS 41%( 2007).

•Future drivers intention to adopt the role (76%), which has seen an increase of 45% over the last 5 years.

•Between 80% and 90% of the sample value this initiative as very good.

Programa Los Noc-turnos

Main results

DGT data

•2005: An avarage of 15,8% decrease in accidents between drivers aged from 18 to 20 years old at weekends. •2006: An avarage of 13,5% decrease in road deaths between drivers from 18 and 34 years old.

•In 2007 there was 274 less deaths than in 2006. This represents a reduction of 9.1%.

•The young deceased between 15 and 24 years old has dropped since 2003 by 46.4%, this being 364 less deaths.