§ Ms. WalleyTo ask the Secretary of State for Transport what was the national budget for the 1992 Christmas drink and drive campaign; and what assessment he has made of the effectiveness of the campaign.
§ Mr. Kenneth CarlisleThe departmental budget for the 1992 Christmas drink drive campaign was £1.3 million. The bulk of this went into production and airing of a television commercial. Bus back, bus shelter and other posters were also produced for road safety officers and police who gave considerable support at a local level to the campaign.
I am pleased with the way the campaign was received and believe it was very effective in reminding people of the Department's message that "Drinking and Driving Wrecks Lives'. It thus contributed to reducing death and injury on the roads.
Results of research commissioned by the Department are not yet available. However, a recent survey by one marketing magazine showed that the drink drive campaign was recognised by 83 per cent. of males under 35 years of age and by 92 per cent. of males between 35 and 44 years of age.