Scottish campaign wins award

Michael McDonnell (right in pic), director of Road Safety Scotland, has collected the LARSOA campaign of the quarter award on behalf of The Union for Road Safety Scotland.

The competition recognises what the LARSOA website project team considers to be the most innovative and creative new road safety campaign or initiative covered on the weekly newsfeed.

The April-June 2006 award was presented to The Union for Road Safety Scotland for its drink drive TV commercial, Reality Bites.

Reality Bites veers away from the use of loss of life and injury - instead focusing on financial and lifestyle consequences. The commercial shows a drink driver being stopped by police - but he is then confronted by his six year old son asking him why he had to drink, and who will take him to school? At the police station he is confronted by the image of his pregnant wife worried about their future, and then his boss who sacks him. The commercial concludes with the strapline: 'The consequences of drink driving just start with being arrested - don't risk it.'

Michael McDonnell is pictured receiving the award from LARSOA chair Simon Ettinghausen.

26.06.06 - New approach in Scottish drink drive campaign

08.05.06 - Photographer receives LARSOA award