Unveiling the myth - who are the hard-core? by Helena Conibear

There can be no doubt of how aware the public are of the message dont drink and drive in the UK. It is no longer socially acceptable, happily, to have one for the road, hence it is hard to fathom that this success could be a double-edged sword. A recent MORI poll, however, shows that 7 out of 10 people still see drink-driving as a major problem, which reflects badly on the drinks industry.

The truth is, that through the targeted effort of the police, government and drinks industry associations, the number of people killed by drink-drivers in Britain has fallen from a high of 1800 in the 1980s to 420 last year. Indeed, Britain boasts the best record in the world in reducing drink- driving related offences over the last 20 years and has the safest roads in Europe (58 deaths per million inhabitants), bar Sweden. Since the breathalyser was introduced in 1967, private car ownership in Britain has increased to 27 million cars, yet drink drive fatalities have fallen by 61%. Alcohol is involved in 12 % of fatalities and 4% of accidents in the UK today.

The fact remains, however, that half the drivers killed have a BAC level above 150mg, where the legal limit is 80mg showing a flagrant disregard for the law by some drivers. This recognition that there is a hard-core of offenders whose attitude to drinking and driving has not been changed, prompted the Brewers and Licensed Retailers Association (BLRA) to commission a detailed research into the behaviour of the hard-core, to find out what factors may influence them not to offend in the future.

The research. was carried out by Market Research Solutions Limited on behalf of the BLRA. It started with a pilot study in 1999 in which 40 people including repeat offenders, their partners and educators were interviewed in depth. Last year a questionnaire was mailed to 20,000 repeat drink-drive offenders in the UK with the help of the DVLA. and 723 completed the questionnaire. The results confirmed that the profile of the repeat offender is mainly male (92%), middle aged, single (53%) out of work (26%) and read the Sun , a tabloid newspaper. Many had been convicted more than twice and drank well over the limit, rather than just above it.

Preferred drinks were not high in alcohol as might be expected, but were mainly beer and cider.. Six out of ten of them still believed that their driving was unaffected or even improved by drinking - just 6% believed they were more likely to have an accident. Furthermore 80% felt they were extremely unlikely to get caught and most had been over the limit several times before eventually being caught.

Faced with such little desire to change, or to see anything wrong with their behaviour, what would stop them drink-driving?

- Overwhelmingly, a higher police presence and probability of being caught were cited as key deterrents, at present 80% thought themselves unlikely to be stopped.80% of those questioned said they would be less likely to drink and drive if police patrolled more and called into pubs for example.

- 70% of the respondents would have been less likely to offend if they had understood the penalty system better. Few realised they could face prison or receive an automatic three year ban on a second conviction.

- Most agreed that when they had been convicted after the first offence they had vowed not to drink and drive again but admitted that over time they had forgotten how disruptive it was to lose their license. The research suggested that reminders of the consequences of their actions would help them not to drink and drive again.

- The need for education is also clear. Ignorance of the effect of alcohol on the body was brought home by their insistence that they felt safe to drive. Rehabilitation courses, which had been completed by 38% of those questioned, were accepted as useful in comprehending units and for showing how alcohol impairs your driving and to bring home what can happen in terms of accidents and the consequences for you, your work, your family and potential victims. Over 40% were deterred from attending courses due to their cost, although their disqualification period would be reduced if they completed a course. Those who attended the course overwhelmingly found it useful.

-The report also discusses the influence of drinking partners. Respondents said they predominantly drank in social groups who either turned a blind eye or were drink-drivers themselves. How to influence these people is harder.

Finally the report covered the effectiveness of advertising on repeat offenders. The most hard hitting campaigns were those which showed child victims, or the effect that being convicted can have on your job, insurance or family.

Interestingly, the deterrent effect of alco-locks ( a device which stops the ignition working on your vehicle until a breath test has been performed by the driver), which are used in Canada, Sweden and New Zealand for example was not covered, neither were the more draconian possibilities of vehicle impoundment if convicted, or even , as being discussed in the US, electronic tagging of repeat offenders.

The paper does not make recommendations, but for the first time clarifies who the offenders are and what makes them tick. The report has been welcomed by the Department of Transport, Local Government and the regions. It will now be widely distributed and discussed, and the BLRA hopes that a comprehensive and targeted programme to tackle the problem will emerge.

For further information, or a copy of the report, please contact Janet Witheridge at the B.L.R.A. Please see back of AIM for details.