Mobile phones to deliver drink drive message in bars and clubs

The mobile phone has been recruited in an innovative advertising campaign in pubs and nightclubs to combat drink driving.

Environment Minister Sammy Wilson today officially launched a groundbreaking campaign delivering road safety warnings directly to people who attend pubs and clubs on their mobile phones via Bluetooth technology.

The Minister explained: “My department is always looking for innovative ways of getting the road safety message across to all sections of society and this initiative will enable us to target a high-risk group at a point of danger.

“Pub and nightclub goers will be reminded of their responsibilities and the critical importance of the choices they make on the roads in this pioneering DOE advertising campaign.

“By delivering messages directly to people’s mobile phones in participating bars and clubs, we are hoping to prick the consciences of those who are contemplating drink driving or travelling with drink drivers and persuade them to choose a safer way home.”

The in-bar road safety messaging campaign using Bluetooth technology has never been deployed before in Northern Ireland. It will be piloted in 10 venues in Greater Belfast, Bangor and Londonderry.

Everyone with Bluetooth technology on their mobile phone in participating clubs and bars will receive messages reminding them to ‘Never, Ever Drink and Drive’.

These will complement road safety advertising messages on posters in pub and nightclub washrooms and on glowboxes inside the venues.

To ensure the campaign is safe, Bluetooth chips attached to the glowboxes will have individual proximity areas set to ensure that once someone leaves a venue they will no longer be able to receive the message. This will minimise the danger of the message being opened in the car.

Mr Wilson added: “In 2007, 22 lives were lost and 138 seriously injured as a result of people making selfish choices by drink-driving.

“The Bluetooth campaign is an intervention at a point of danger for a lot of drivers faced with the decision whether or not to take a drink. Our message to all drivers who enjoy a drink is clear: just one drink will impair your driving.

“It is your choice, your responsibility and your fault if you decide to drink and drive.”

Notes to Editors:

1. The campaign will run from 9-22 March and will include the following activity:

• 300 washroom panels in male washrooms in pubs and clubs across Northern Ireland.
• 70 back-lit glowboxes in Greater Belfast, Bangor and Londonderry.

2. A total of 10 Bluetooth units will be placed in popular venues in Belfast, Bangor and Londonderry. Those venues are: The Botanic Inn, The Globe, King’s Head, The Roost, The Northern Whig, Bar 7, Jenny Watts, Red Rooms, Q Club and Bar Budda.

3. The Bluetooth unit will be linked to the glowbox, and beam messages to everyone in the bar with a Bluetooth enabled phone. Advertising on the Bluetooth glowboxes has been tailored to encourage audiences to check their phones for a relevant message.

4. For media enquiries and photographs please contact DOE Press Office tel. 028 9054 0014 or out of office hours, contact EIS Duty Press Officer on pager 07699 715 440 and your call will be returned.