"Don’t Risk It", was a five year strategy launched in 2001, that aimed to bring home to drivers the consequences of drinking and driving. In 2002, the Don’t Risk It campaign was promoted a number of times throughout the year. In June 2002 RSS aired the Wheel of Misfortune/Don’t Risk It radio adverts for a 2 week period in support of the ACPOS summer safety initiative. The Wheel of Misfortune concept was aimed largely at the young male driver to make them more aware of the consequences of drink driving.
The Don’t Risk It logo along with the strapline ‘Drink Driving you’ve too much to lose’ was featured on bus back adverts during the month of August. Research completed in September 2002, "Drinking and Driving: Prevalence, Decision Making and Attitudes" enabled the Driver Behaviour Strategy Working Group to further develop the campaign.
The next phase, over the 2002-2003 festive safety campaign period, aimed to increase the fear of detection as many drink drivers believed that their chances of getting caught by the police were slim. This was often confirmed to them by the fact that they rarely saw a police car whilst driving. A radio advert and washroom poster were developed which highlighted the fact that it was not just the police who could ‘catch’ drink drivers and that many people are reported to the police by members of the public using the Crimestoppers telephone number.
The British Beer & Pub Association and the Scottish Licensed Trade Association continued to support the drink drive message throughout the year through the distribution of the Wheel of Misfortune posters to their members.