Research
Introduction
DOE’s publicity campaigns are in the main, developed to deal with the major causes of death and serious injury. This campaign is probably the exception to the rule. The emergence of drugs as a contributory factor in Road Traffic Collisions is a recent development and the introduction of the Field Impairment Test was an ideal opportunity to raise awareness of the issue among road users in Northern Ireland.
Research shows that drugs found in drivers and riders who died in road traffic collisions included cannabis, ecstasy, speed, diazepam and Tramadol - all drugs capable of impairing driving.
Tracking and Monitoring of Awareness, Attitude, Influence and Behaviour
This campaign was developed from a sound research base, right from the initial study of road traffic statistics, to find out the scale of the problem and to identify what group was core to the problem. Research with current and former ecstasy users provided an excellent insight into how this group perceived driving whilst under the influence of drugs. The core target group for this message is 16-24 year old males.
Pre and post campaign research
To provide a benchmark, a sample of 300 adults were surveyed prior to the launch of the anti drugs driving campaign. All of the sample group had attended a dance club in the previous year and 51% were drivers and had access to a car.
Further research was commissioned following the launch of the campaign and the Department will monitor the effectiveness of the campaign annually thereafter.
Under Freedom of Information some of the information relating to tracking for each campaign cannot be released - read more about exemptions. Whilst we are not permitted to present full tracking research on the effectiveness of our current campaigns we have summarised key findings from research conducted following the launch.
All results based on drivers:
- 70% awareness of the campaign increasing to 83% among those aged 16-24
- Almost 90% agreeing the campaign made them think
- Over 80% agreeing they find the campaign influential
- 97% of respondents felt that it was "very unacceptable to take recreational drugs and drive"
- 72% awareness of Field Impairment Test
