Ad campaign to target drug-affected drivers

KERRY MCBRIDE
Last updated 05:00 12/01/2012
NZTA

A short video released by the New Zealand Transport Agency ahead of an ad campaign intended to reduce incidences of driving under the influence of drugs.

drug drivers
NZTA
UNDER THE INFLUENCE: Passengers offer to drive after their driver says his prescription pills have made him dozy in a new NZTA drug-driving ad campaign.

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NZTA's drug-driving campaign teaser

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Unwitting passengers have been taken for a ride in a new campaign against drug-affected driving.

In the advertisements, covert filming was carried out by the New Zealand Transport Agency (NZTA) over four days last year, involving more than 100 actors who thought they were being driven to a costume-fitting for a television commercial.

Their drivers were also actors who pretended to be on drugs while driving.

The ads show the nervous and worried reactions of the unsuspecting passengers, with many offering to take over driving duties.

The drivers told their passengers they were on cannabis, prescription pills, ecstasy or P. "I just had some weed before I came round so I am in a good head space," one driver told his passengers, as they exchanged worried looks.

The ad campaign will launch on Sunday and will include websites such as YouTube and Facebook.

The ads were part of a long-term strategy to reduce harm caused by drug-affected drivers, NZTA chief executive Geoff Dangerfield said.

"Current attitudes about the risks of driving on drugs are similar to the views people once had about drink-driving – often complacent, based on unfounded myths or simply ignorant of the facts.

"Many people currently believe that they can drive safely on drugs, or that drugs actually make them drive better."

A New Zealand Drug Foundation survey in 2009 on the impact of drug-affected driving found Kiwis had a relaxed attitude to the risks involved.

Executive director Ross Bell said drivers tended towards the classic "she'll be right" attitude. "It's that relaxed attitude like we had towards drinking in the 60s and 70s – a kind of laissez-faire belief that nothing will go wrong and it's up to the individual to keep safe."

Driving risks after taking substances included reduced reaction times, drowsiness and vision impairment, he said.

"A very common way to take drugs in New Zealand is to have a few drinks and smoke cannabis. When these two things combine the risks increase exponentially," Mr Bell said.

UNDER THE INFLUENCE

Results of a study of the blood of drivers who died in a crash show that 48 per cent had used alcohol and/or drugs.

31 per cent had used cannabis with or without alcohol or other drugs.

14 per cent had used drugs other than alcohol or cannabis.

18 per cent used alcohol with drugs.

90 per cent of frequent methamphetamine users, 62 per cent of frequent ecstasy users and 90 per cent of frequent injecting drug users have driven under the influence of a drug other than alcohol in the past six months.

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- © Fairfax NZ News

32 comments
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Explanatory   #32   08:16 pm Jan 29 2012

NZTA chief executive said he knows drug driving is common and widespread. NZTA studies so far show only 1 in 10 Kiwis see it as a problem. Yet they embark on a long term behavioural change campaign, to attempt to change the minds and behaviour of 4,050,000. And NZAA want to push for SALIVA TESTING OR SIMILAR now or at least before the next election?

If 4,050,000 people think it's not a problem. It's not. At least not for them. And they don't want you to make it a problem for them. If your work is closely related to the road death tole and it is a problem for you, that's self expla, explai, that's your problem. And the rest of us thank you and hope you are paid accordingly.

There are roughly 3,000,000 cars in NZ and at roughly 300 deaths a year, that's pretty good going “statistics” wise. Cars are dangerous, drivers are dangerous, roads are dangerous. New Zealand is a place where you can pretty much do what you want if it doesn't endanger others. Lets keep it that way. THERES NO NEED FOR MORE POLICE POWERS. Just more common sense. Lets be safe out there.

Chris   #31   09:43 pm Jan 18 2012

The problem with these campaigns is that the creators never seem to do their research about how the average drug user, if there is such a thing, might actually talk and behave. They always seem to have a similar flavour to when adults try to mimic what they imagine young people think is cool about them. Anyone who has actually used a few drugs in their time, and probably those who havn't too, will find these laughable simply because the actors are not at all believable. Ads like the 'legend' one are a hit because they used a bit of humour that appeals to almost everyone and maybe gave some young people some material to lighten the task of actually trying to stop a mate driving drunk. These ones are weak and obviously not about engaging with the public for opinion when they clearly already have an angle.

Rational Joe   #30   02:58 am Jan 16 2012

Possibly the worst advert i have ever seen. If your going to try deter people form driving stoned at least give an accurate portrayal. The people making these adverts have clearly not smoked marijuana regularly and driven (Who the advert is aimed at). Its like a child lecturing a group of 40 year olds on the economy (for lack of a better scenario). Im a regular golfer and as a matter of fact i played the best round all of last year whilst stoned. And regularly drive stoned whilst being able to maintain my concentration and not act like some complete freak asking people for some snacks and saying "im just a bit baked right now quite frankly to two strangers.

Come on.. seriously?

Someone   #29   01:41 am Jan 16 2012

The effects of marijuana use on driving performance have been extensively researched over the last 20 years. All major studies show that marijuana consumption has little or no effect on driving ability, and may actually reduce accidents.

meg   #28   12:30 am Jan 13 2012

note these statistics regarding accidents and drugs ALL involve alcohol>>> what drug causing all the harm... the real problem is its LEGAL wtf?!!!

morgan   #27   04:43 pm Jan 12 2012

@nicole#17 Where do you draw the line on drug use while driving? Alcohol, THC, Nicotine, Guarana, Caffeine, Paracetamol, Sugar, Sex, Money, Adrenaline? Until there is empirical evidence it's all hearsay

Chris   #26   12:48 pm Jan 12 2012

Why do we tolerate any level of either drugs or alcohol? They both should be zero. Indications on the first instance should result in losing car keys straight away. The second instance should result in the loss of the car involved, no matter who owns it, for a month. The third instance should result in the automatic crushing of the car, or if it's a company vehicle, the driver pay a fine equivalent to the vehicle's value. It is ludicrous to say you can have some alcohol and drive, Overwhelming evidence smashes any theory that alcohol, even in small quantities, doesn't affect reaction times and decision making. Don't get me wrong. I'm not voting or promoting prohibition. Drinking's fine when done responsibly. Drivers should be on their game totally. Driving is not a right. It's a privilege and should be treated as such.We've taken cell phones off drivers and under twenties have a zero tolerance for alcohol so why not extend it to all drivers. It might generate some anger but our elected politicians have a duty of care to protect the public instead of the booze manufacturers. As long as we tolerate any alcohol while driving, we will keep putting people in hospitals, or coffins.

Miss X   #25   12:28 pm Jan 12 2012

@Pete #16 - You're an idiot. Like #13 I am a recreational drug user, but do not drive under the influence. Maybe you've got lucky by not having an accident - yet - but dickheads like you or your "200" mates shouldn't be on our roads. If you aren't affected at all by the drugs you take - umm, why do you take them??

E   #24   12:25 pm Jan 12 2012

@ #16 Pete, agreed. whilst I no loner drive stoned anymore I did so for 15 years without ever having an accident, not even a the slightest ding, not even a close call. Regardless, there are plenty of stone cold sober drivers out there that are way more reckless, impatient, selfish, ignorant and oblivious than I ever was driving under the influence of herb

RealistPerson   #23   12:07 pm Jan 12 2012

Ok so apparently acting like your on a particular drug and actually being high, fried, peaking... etc is the same WRONG! maybe if the ad actyally had then on the particular drugs it would be effective(though the ad then would be completely dangerous). Im a pro cannabis supporter, with extensive research i have literally found that there is more chance of a person causing a crash from smoking a cigarette then said substance but as for the rest of the drugs, you would a be a complete fool to drive on them give the superman effect INCLUDING ALCOHOL!


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