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The target audiences for both our drink and drug driving campaigns are informed by road casualty figures and research into driver awareness and attitudes.
For example our major target audience for the drink driving campaign is young men, who are over-represented in casualty figures. Road Casualties Great Britain 2005 showed that male drivers under 30 currently had the highest incidence of failing a breath test after being involved in a personal injury road crash. Independent research for the drug driving campaign indicated that drug drivers were also more likely to be young men.