2006-2007

In co-operation with The Scottish Executive Media & Communications (SEMC), RSS produced a 40-second television advert, "Reality Bites", which drew largely on the findings of the evaluation of the 2003-2004 festive safety campaign. The advert depicted a drink-driver being challenged by his son, then his wife and finally his boss. It concentrated on the lifestyle consequences of being caught, including loss of licence and its likely knock-on effects. It aired for three weeks during the World Cup and for the same period in November, in each case preceding an ACPOS campaign where drink-driving was a key focus. The advert was supported by 48-sheet billboard advertising and football-themed posters which were distributed via the road safety network in Scotland, as well as 30,000 z-cards (pull-out pocket-sized cards) which combined key campaign messages with a World Cup fixture list. To emphasise the ‘loss of licence’ message, a 40-second radio commercial was produced and aired for four weeks in November 2006 on 16 stations across Scotland.