Campaign has drink and drugs in its sights

A hard-hitting road safety campaign across the Waikato this month is targeting people who may drive after drinking alcohol or taking drugs.

As Police throughout the Waikato launched their first Christmas drink-drive blitz over the weekend, the multi-agency ‘Reduce the Risk’ campaign is targeting local bar patrons with drink-drive messages.

Over the weekend, Waikato Police screened 5120 drivers for breath alcohol. 22 were charged with drink-driving offences. Waikato Road Policing Manager Inspector Leo Tooman says the relatively low number of drink-drivers was encouraging.

Inspector Tooman says the ‘Reduce the Risk’ campaign this year is targeting young people considered most at risk of driving under the influence of drink or drugs.

The multi-agency driver education campaign is providing drink-drive messages sprayed on footpaths outside bars, displayed in bar toilets, on bar coasters and attached to car windows in late night parking areas.

“We believe that this targeted approach to driver education – along with the Police enforcement campaign – is the best way to reach young drivers who are tempted to take risks with alcohol.

“This year’s campaign is aimed at getting inside the heads of those 15 to 29-year-old drivers most at risk of drink driving and causing crashes. It targets both the drivers and their passengers, who are being asked to make a judgment call on whether they get into a car with a drunk driver.”

The ‘Reduce the Risk’ campaign will focus on drink, drugs and speed through till February 2010. Apart from targeted messaging, this module will also feature newspaper and radio advertising, web advertising and publicity.

A campaign website www.reducetherisk.co.nz features all the campaign messages, an email newsletter, plus online competitions. The website will also provide local authority road safety coordinators with access to download campaign flyers, ads and posters to print and use locally.

Inspector Tooman said the regional campaign was leading the country in pooling regional road safety resources to produce a coordinated, targeted safety campaign.

“Across New Zealand, one in three crashes is alcohol related. In the Waikato region, injury crashes involving alcohol have risen from 149 to 213 in five years. That’s an increase of 43%. So it is great to see all the agencies involved in road safety in the region working together on this campaign.”