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Driving Under Influence: Drugs

Volume 503: debated on Thursday 7 January 2010

To ask the Minister of State, Department for Transport what assessment his Department has made of effectiveness of the recent advertisements on the dangers of drug driving. (309537)

The Department for Transport usually assesses the effectiveness of its advertising in three ways:

The effect on individuals’ awareness, motivation and claimed behaviours, which we measure through quantitative and qualitative research.

Progress against indicators such as in the case of our THINK! road safety campaign, the number of people killed or seriously injured.

How effectively it buys media space. Analysis by independent media auditors benchmarks the Government’s performance against private sector advertisers. Collectively, the Government are an efficient purchaser of media.

The THINK! Drug Drive advertising campaign ran from 17 August to 13 September 2009. The Department has not yet received or assessed all of the data listed above. However, research, including pre-campaign and post-campaign tracking surveys and website statistics, provides early indicators that the campaign has performed well against its core objectives including raising awareness of the risks of drug-driving.