88% of South Africans say fear of arrest deters them from drunk driving

2010-11-30 12:54

Fact: 88% of South Africans say the fear of being arrested and sent to jail for drunk driving encourages them not to drink and drive.
This was revealed in the brandhouse Drive Dry Responsible Drinking online survey, conducted on News24.com.

The survey results support the rationale behind the latest brandhouse Drive Dry advertising campaign, which is premised on the fear factor and the belief that the prospect of arrest and incarceration is a powerful deterrent to drunk driving. The campaign goes live on TV today.

The above-the-line campaign dramatises the possible consequence of landing up in prison, and most worryingly, who you could end up sharing a cell with.

Phumza Rengqe, Corporate Social Responsibility Manager at brandhouse says their strategy is not simply to raise awareness but to change consumer behavior.

In the 45 second television execution, you see dating videos of a variety of men talking about themselves and what they are looking for in a partner. As the camera pans out it reveals these are clearly seasoned prison inmates speaking from within a jail cell. The advertisement is wrapped up with the lines: “You don’t want to meet these men.” It is followed by the line, “Choose not to drink and drive,” and sealed off with the brandhouse Drive Dry logo. There will also be an execution aimed at women.

“People may be shocked by this hard-hitting campaign but we want them to understand that drunk driving has consequences, and to change their behaviour accordingly; in other words, to never drink and drive.”

“The chilling surprise factor of the campaign brings the message into the viewers’ reality, allowing them to see that the last road block they encountered may have had a completely different outcome. Although many people think that drunk driving doesn’t make them a bad person, we want them to see that their actions can be bad and they can end up in prison with genuinely bad people”, said Rengqe.

“Our research tells us that even if people drive when they are over the limit, they don’t believe that anything bad will happen to them.  We want to get people to realise that drunk driving has consequences, that it is a criminal offence and that they could end up in prison as a result of it. The threat of being caught is increasing even more as the traffic authorities are gearing up for festive season.”

In South Africa, approximately 6000 people are killed per year by drunk drivers (www.sadd.org.za). According to Arrive Alive, drunk driving is one of the greatest threats to road safety in South Africa and their research indicates that 50% of people who die on the roads have a blood alcohol concentration above 0.05 gram per 100 millilitres.

Together with government and other organisations, a hard-hitting approach must be taken in educating people about the consequences of their actions. “Everybody must work together to combat the problem of drunk driving”, concluded Rengqe.

As part of the effort to change consumer behavior, the brandhouse Drive Dry campaign is rolling-out Alcomatic machines in the retail environment, at bars and nightclubs. The Alcomatic is an on-site breathalyzer. You insert a R5 coin in the machine and take out a mouth piece, and breathe. It will indicate if you are over the legal limit and your alcohol level.

Quote from Robin Carlisle, Western Cape MEC for Transport and Public Works - Brandhouse's Drive Dry campaign has been endorsed by the Western Cape Ministry of Transport and Public Works."Drunk driving is a major cause of accidents and fatalities on our roads and I'm pleased that Brandhouse has partnered our Safely Home campaign to help us save lives on our roads. I'm of the firm view that the government, on its own, will not end the carnage on our roads without the support of the private sector, non-governmental organizations and the public. By working together we can change perceptions change perceptions towards drunk driving and ultimately help us prevent avoidable road accidents and fatalities. The aim of the provincial government is to make drunk driving as taboo here as it is in some countries.”

More findings from brandhouse Drive Dry Responsible Drinking survey (News24.com)

-    43%of respondents were between 26-35 years old
-    43% of the respondents have driven under the influence of alcohol in the last month
-    5% of the respondents have drive under the influence of illicit drugs in the last month
-    82% of the respondents have been stopped at a roadblock
-    67% of the respondents will be encouraged to drink responsibly by the proposed demerit system
-    79% of respondents think that road blocks are an effective deterrent to drunk driving
-    64% have been or know someone that has been arrested for driving under the influence of alcohol
-    28% of the respondents do not plan on using a taxi service but will be relying on friends to get them home safely this festive season
-    77% of respondents said that they had not been given a breathalyser when they were stopped at roadblocks
-    23% of the respondents do not know what the legal alcohol limit is and when they have reached it.

Drive Dry was a direct result of focus groups across South Africa which revealed that consumers do not believe alcohol-related accidents will happen to them.  The research also showed drunk driving is considered ‘socially acceptable’ behavior and that consumers underestimate how devastating the consequences of irresponsible drinking can be. 

Drive Dry was launched five years ago and is an honest approach to evoking strong emotional responses from consumers by personalising the issue of drunk driving. It forms part of brandhouse’s ongoing efforts to inform and raise consumer awareness about the potentially devastating effects of drunk driving – and to change behaviour.
 

NEXT ON NEWS24X

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
2 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
 

Shilowa supports Vote No campaign

Former Gauteng premier Mbhazima Shilowa has come out in support of the Vote No! Campaign launched recently by former intelligence minister Ronnie Kasrils and former deputy health minister Nozizwe Madlala-Routledge, says a report.

 
 

Latest elections multimedia

Why Jack Parow wants you to vote on 7 May
The ad the SABC doesn't want to air
Elections 2014 in one cartoon
This year's election posters
 
Traffic
Lottery
 
  • Thursday Sir Lowry's Pass - 05:35 AM
    Road name: Old Sir Lowrys Pass Road
    TRAFFIC LIGHTS not working at Bezweni Road
  • Thursday Cape Town - 05:35 AM
    Road name: Buitengracht Street
    TRAFFIC LIGHTS not working at Waterkant Street
 
More traffic reports...
 

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Escape winter, head to Mauritius

Escape winter by spending 7 nights in Mauritius' tropical bliss from R13 215 per person sharing. Includes return flights, airport transfers and accommodation. Book now!

Kalahari.com - shop online today

Get many eggs in one basket!

Gaming bundles: 2 Super Hits games for R99, 3 Disney games for R99 and more + exclusive accessory bundles only available on kalahari.com. While stocks last. Shop now!

25% off bestselling books!

The Real Meal Revolution by Tim Noakes, Jeffrey Archer’s Be Careful What You Wish for, Man’s Search for Meaning by Victor E. Frank and many more titles. Shop now!

Up to 25% off electronics

Buy top electronics and save up to 25%. Such as kalahari.com’s 1# selling product the gobii eReader, Patriot X Porter flash drive, Asus Nexus 7” 3G tablet, Samsung Galaxy SIII, Lenovo G580 Notebook and many more. Shop now!

DStv HD PVR Decoder now R949

The DStv HD PVR Decoder has further revolutionised the television experience with lifelike viewing, sharper images, more vibrant colours and precision picture quality. Now R949, save R550. Offer valid while stocks last. Shop now!

Up to 30% off appliances & homeware

Save up to 30% on appliances and homeware this Easter! Offer valid while stocks last. Shop now.

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

Nokia Lumia 800

The stunningly social Nokia Lumia 800 features head-turning design, ...

From R2395.00

I'm shopping for:

Horoscopes
Aquarius
Aquarius

You may be good at organising events but they do take their toll on your energy levels. You may need some time out today just to...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.