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Drug campaign scores success

Since the launch of a regional anti-drug drive initiative, drug related road deaths in the Durham Police force area have reduced from 12 in 2002 to none in 2004.

The campaign, Drug Driving.... you'd be Off Your Head, is designed to increase awareness of the penalties for driving under the influence of illegal drugs. The organisers say that awareness among its 17-25 target group has risen from 'almost nothing' when the campaign started in 2003 to over 40% of 4000 respondents who were surveyed two years later.

The next phase of the campaign starts on 12 September and comprises regional radio advertising and posters focusing on cocaine users and on FIT (field impairment) tests. The FIT testing advert tackles the generally held misconception that the police are unable to detect when a driver has been taking drugs.

Cocaine use, which is increasing rapidly among all social classes in the north east, can have a devastating effect on driving by generating a risk taking confidence that is not compatible with safe driving.

Alan Kennedy, chair of LARSOA North East, said: "We are delighted with the results from the campaign, which show a huge increase in the awareness of penalties, and its subsequent contribution towards a positive and quantifiable difference in driver behaviour in the Durham area."

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