Drug drive campaign enters new phase

The latest phase of a regional initiative to increase awareness of the penalties for driving under the influence of illegal drugs launched across northeast England on 16 August.

The campaign comprises a radio campaign and posters that are being distributed throughout the region. In addition, the campaign website, drugdriving.com , gives information about drug driving and the potential penalties, and feedback about the campaign. Visitors can also enter an online survey about the issue.

The radio commercials feature the voice of a father who lost his son to a drug driver, and the voice of a convicted young drug driver talking about the consequences of his actions. In addition, a bus rear campaign featuring the strap line Drug Driving - you'd be off your head will run from 20 September.

A previous survey conducted as part of the campaign attracted 2,000 respondents. The results show that awareness of the penalties for drug driving has increased from nil to 38.5 per cent. Among those who admitted to taking drugs and driving, cannabis was by far the most popular drug cited, followed by ecstasy, cocaine and amphetamines.

The campaign has been developed by a consortium including RSOs and drug action teams and is supported by the three police forces covering Northumbria, Durham and Cleveland.

"We are delighted with the results of the first two phases of the campaign and see this next phase as crucial to reinforcing those messages and making people aware that this is an enforceable offence that can have serious consequences," said Alan Kennedy chair of LARSOA in the northeast.