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Check Who Drives

Quality level: 1

Summary

The purpose of this campaign is to reduce driving under the influence of drugs. Young drivers are targeted through driving schools and specific mass media campaigns.

Type of intervention:
prevention
Sub-area:
universal
Setting:
party scene, school, community
Type of approach:
mass media campaign
Target group:
adults, children/young people
Age group:
16-24
Annual coverage:
20000
Substances addressed:
tobacco, cannabis, opiates, alcohol, ecstasy, cocaine and derivatives, amphetamines, methamphetamines, inhalants/solvents
Evaluation type:
outcome evaluation, impact evaluation, process evaluation
Country:
Germany
Start date:
01/09/2000
End date:

Overall objective

The drug department of the city Frankfurt, the addiction prevention center and the co-operation partners inform about the legal situation and the consequences of drugs in traffic in the regional surrounding field (Rhine Main area). A goal of the campaign is to sensitize young owners of a driving licence and young adults with the help of different materials and communication. The target group of the young road users is to be informed about the possible consequences of the new law and to be motivated for the examination and/or change of the own behavior. The principal purpose is the promotion of the sense of responsibility and the increase of the social authority of young drivers. A further goal is the lowering of the drug-conditioned accident numbers.

Abstract

The campaign "check who drives" is a component of the Frankfurt addiction prevention work, which is realized in interlaced form with many different co-operation partners. Principal purpose of the campaign is to sensitize the target group with the help of different materials and communication on the topic of "drugs in the traffic" and stimulate a behaviour change. To reach this, the sense of responsibility must be promoted and the social competence must be strengthen. Beside the target group of young owners with a driving licence, the campaign (regionally aligned to the Rhine Main area) contacts also learner-drivers and young road users, who (still) do not possess a driving licence. These groups above all are usually few sensitized for the handling of drugs in the traffic and are inclined to self over-estimation. In order to move possible proposals for solution (drivers remain clean, forming of driving communities, night penalty or taxi) into the consciousness of the target groups, the information channels of the young people were used. It was important to select not only a youth-fair language but also, to communicate the request in a positive surrounding field and to avoid an "instruction". The problem consciousness just of driving licence owners on a trial basis concerning the handling of drugs in the traffic is covered by self over-estimation. In order to reach the acceptance of the target groups about conscious behaviour in the traffic - not only for oneself, but also toward the other road user - it is necessary to improve the image of responsible drivers which don't take drugs. According to the consumer and perception habits of the young target groups a communication-mix was realised, which include several youth media. Printed media: The information brochure, which has the same name as the campaign "check wer fährt", accompanies the campaign for three years. It was reprinted five times and revised once. With so-called Edgar postcards (spread free of charge in many bars) the attention is focused particularly on the website of the campaign. The website "www.checkwerfaehrt.de" is updated regularly and inked with nearly all Frankfurt discotheques. In the years 2001 and 2002 on all large city celebrations informations stands have been organized. In the year 2003 we were engaged in particular on the IAA (International car fair). For two years we offer information events in youth clubs. In these events suspension of driving licence and MPU (medical psychological investigation) were in the focus of attention. Since the winter semester 2003/2004 together with the professional school Frankfurt are offered practice/theory meetings under the title of the campaign. From the group of the participating students consulting teams in driving schools are built and in the context of theoretical instruction are organised two instruction units concerning the topic 'drugs in the traffic'. The media partners of the campaign are the youth radio transmitter HR-xxl and the news station Hr-1. The school range is likewise merged in different way. The subject teachers for road safety training and the drug consulting teachers treat he topic either in their classes using the instruction unit "check wer fährt" or project weeks are organized. The Alice Busteam, a prevention offer for the party scene, distributes the brochures in the context of their advisory activities in front of discotheques and on Raves. In the third year of the campaign we assume that the portion of those out of the target group, which have information at their disposal at least trebled and the portion of the young owners of driving licence, which drives under drug influence decreased slightly.

The PDF contains the full intervention description including additional contact information.

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Page last updated: Friday, 20 January 2012