Nottingham City Council, working as part of the Nottinghamshire Road Safety Partnership, recently published a video for cinematic release that concentrates on a positive message to avoid drink driving – plan for a safe night out.
The anti-drink drive film shows a family enjoying a good night out but then refraining from using their cars to get home. Rather than featuring the possible consequences of drink driving the advert’s revellers go home by bus and taxi. Research shows that this approach is more effective than the traditional focus on the consequences of risk-increasing behaviour that often feature shocking images. The impact of this type of advert has been found to be short lived. Nottingham’s anti drink driving film is the first of its kind in the UK to show the positive effects of doing the right thing by suggesting that it is better to adopt risk-decreasing behaviours. Planning your journey home before going out removes the risk of drink driving all together.
Councillor Nick McDonald, Portfolio Holder for Growth, Jobs and Transport at Nottingham City Council, said: “Nottingham is blessed with both a tremendous range of options for a great night out and with fantastic award winning public transport. A good night out followed by a safe journey home is easy to organise. We are encouraging people to think ahead and make use of our buses, trams and taxis to get home rather than risk driving and the dire consequences that this choice might bring. ”
The film is being shown in local cinemas and can also be viewed on YouTube.
The City Council’s Road Safety team works alongside Nottinghamshire County Council and Nottinghamshire Police as members of the Nottinghamshire Road Safety Partnership, providing innovative schemes and training for drivers, driving instructors, cyclists and pedestrians to use the city’s roads safely.