In 2003, the 'Last Laugh' TV advert from 2002 was screened again, from the 1st to 31st October 2003. It was also screened in cinemas throughout Scotland for a period of 8 weeks commencing on 3rd October. As research had suggested that young drivers were unaware of the penalties for drug driving, a new radio advert was designed to address this and it was aired on radio programmes featuring dance music over 3 weekends during October 2003.
External PR support had helped to feature the drug drive issue in major national and regional newspapers in Scotland (Daily Record, Nov 2003 and The Herald, Dec 2003). An on-air promotion with Beat 106 radio station, targeting young drivers, was organised in conjunction with the Scottish Executive’s Know the Score campaign. For the month of March 2004, the promotion featured a competition and a programme based on the ‘don’t do drugs and drive’ message, highlighting the consequences of being caught.