Research Papers

Marketing Sober Driving 101

Filename cmrsc19_12.pdf
Filesize 639 KB
Version 1
Date added June 7, 2009
Downloaded 1 time/fois
Category 2009–CMRSC-XIX–Saskatoon
Tags Session 4A
Author/Auteur Anne Leonard


Both legislation and attitudes about impaired driving in Ontario have changed dramatically over the last twenty years making it a challenge to keep the public aware of current legislation and to have the right approach for shifting attitudes. So while the arrive alive DRIVE SOBER® campaign has been operating in Ontario for 20 years; we have had to adjust our strategies and approach to the issue to stay on target with reaching the public.
Built on research and focus testing, the campaign raises awareness of specific strategies for getting home safely – suggesting the obvious: a cab, a designated driver, public transit or calling home. The campaign has the benefit of also fulfilling a “social norming” approach – thanking the public for making the right choice – “most of us drive sober”. This in turn demonstrates public support for enforcement, and also for new legislation and approaches to prevent impaired driving. Recent research has revealed that it’s a minority of drivers (4.4%) who are responsible for most (92.4%) impaired driving trips1. By working collaboratively with groups, public health units, police services and businesses across the province we are able to be specific in the information we provide and demonstrate broad support for sober driving. In the twenty years the campaign has operated impaired driving fatalities have decreased significantly.

Anne Leonard