Think Before You Drink - Bluetooth Marketing Campaign

With the festive celebrations fast approaching, the start of a month-long campaign by the South Yorkshire Casualty Reduction Partnership to highlight the dangers of drink driving and the consequences of ignoring their advice, begins on Monday 1 December 2008.
Drink-related road deaths are nationally still far too high, despite repeated publicity messages. In South Yorkshire alone, over 200 motorists were arrested for drink driving in December 2007 and across the UK an estimated 540 people were killed in drink drive collisions in 2007.This year South Yorkshire Police will be stepping up roadside enforcement throughout the whole of December and into the New Year in a determined effort to catch those drivers who ignore the warnings and advice.
This activity will be reinforced by an advertising campaign organised by the South Yorkshire Casualty Reduction Partnership. The campaign is aimed particularly at young male drivers and encourages them not to drink like a fish: A fish could drink all day but would never dream of driving. Don’t drink drive. The posters in support of this campaign will appear across the county from the start of December.
As well as the traditional method of advertising, the South Yorkshire Casualty Reduction Partnership is using Bluetooth mobile phone messaging to send messages directly to targeted areas across the county.
South Yorkshire Chief Inspector for Roads Policing, Andy Male, said:
“In spite of good progress in recent years, Drink driving kills people and is a factor in Road traffic collisions. It is an all year round issue that takes on a special relevance and poignancy at this time of year. We hope our high profile awareness raising will help remind drivers that drinking and driving wrecks lives.
I would be happy if over the festive period we had no drink related serious or fatal traffic collisions and no positive breath tests. Unfortunately peoples lives will be ruined by being involved in a road traffic collision caused by a drink driver, a number of drivers will ignore our advice and be breathalysed resulting in them losing their livelihoods.”
Source: http://southyorks.police.uk
http://bluespotmedia.ning.com/