The Sense Group (TSG), that campaigns for moderation in the consumption of alcohol drinks by adults, has launched its Christmas and New Year campaign for this year with the aim of sensitising adults not to drive if they are going to drink.
Every December for the last eight consecutive years, TSG has launched a different and innovative campaign, specifically targetting drink-driving. TSG is making this particular appeal to adults, not only during the forthcoming festive season but throughout the year, however during this festive season TSG further increases its efforts on this issue.
TSG’s message in the two creative and colourful adverts for this festive season is very clear: “Choose a LEADER to drive you home safely”. The campaign urges friends to take it in turns between themselves not to drink alcohol and drive the rest of the group safely back home.
TSG Chief Executive, Mr Joe Farrugia, said: “Abroad, the Leader Concept is a popular concept. For example, in England for a number of years now, The Portland Group has been promoting the concept of Des who does everything but drink, so that relatives, colleagues or friends can enjoy the party season and get home safely. The Leader concept works like this: every time, the group designates a different person who will be Des – the non-drinking driver.”
“Although still in the early stages here in Malta, we have observed that the Leader concept has already gained some ground in these last three years since TSG have started promoting it and focussing our campaigns on building the idea of the designated driver into the Maltese social culture. We would like to see more people adopting this innovative idea,” he said.
From year to year, an increasing number of adults prefer to hire a minibus or a taxi to ferry them after an event. The majority of adults are fully aware of the devastating consequences that can result when a person drives under the influence of alcohol.
The designated driver message embodies several key strengths: it gets beyond the negative dictum "don't drink and drive” and offers a positive step that people can take. It is addressed to a social group whilst promoting interpersonal communication within that group. It encourages people to plan ahead if they intend to drink.
It has to be made clear, however, that the designated driver is an equally popular and valued member of the social group, avoiding any hint that the designated driver is the babysitter of the group and missing the fun.
TSG is, once again appealing, to outlets not to sell alcohol to under-age persons. “We are pleased to note that a substantial number of outlets adhere with established regulations but there are others that don’t , or not always do. Apart from the fact that it is morally wrong to disobey a just law, the erring outlets should not bring upon themselves and on others the application of draconian regulations, as usually happens when there is abuse,” warned TSG’s CEO.
“From research done on similar successful campaigns abroad we know that designated driver schemes are effective in encouraging responsible driver behaviour," concluded Mr Farrugia.
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