drinkaware.ie highlights ‘Morning After’ in Festive campaign

‘Morning after’ breath-testing of drivers has led to real concerns for people who, although finding alternative methods of getting home safely the night before, feel they may risk being over the drink-driving limit the next morning. drinkaware.ie is therefore rolling out a nationwide campaign in conjunction with the Road Safety Authority over the Festive Period, raising awareness of what a standard drink is and the time taken by the body to eliminate one.

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The campaign aims to reduce the number of road collisions due to ‘morning after’ drink-driving. drinkaware.ie  Chief Executive Fionnuala Sheehan explained, “This campaign can play a vital role in increasing our understanding of how alcohol affects us and when it’s safe to drive”.

Now in its seventh year, the 2013 ‘Morning After’ campaign features refreshed creative emphasising the emotional impact of its message, building on its success to-date in conveying factual information; two-thirds of Irish adults can now correctly define what a standard drink is and half know it takes an hour to eliminate that amount of alcohol from the body.

This accompanies a marked decrease in the rate of detection for drink-driving offences — from one in 25 in 2007 to one in 49 in 2012 — as well as a drop of 56% in the number of road fatalities since 2007.

The campaign also aims to dispel myths about the sobering effects of various popular ‘cures’. Fionnuala Sheehan highlighted the importance of time in the sobering process, stating, “The fact is that only time can allow your body to eliminate alcohol and to recover so that you’re fit to drive again”.

Research conducted by drinkaware.ie in 2013 highlights the importance of challenging these myths. 20% of Irish adults agreed with the statement “it’s possible to ‘sober up’ up quickly when needed”.

Campaign materials are available free-of-charge from drinkaware.ie.

Please contact 01 611 4811 or e-mail info@drinkaware.ie.

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