CHRISTMAS 2004

Focus and Objective
The festive season traditionally records higher incidents of traffic accidents and fatalities than any other time of year. It is observed that during the festive season there are more parties and drinking therefore the campaign focussed on Drinking and Driving. Sponsorship was received from the Jamaica International Insurance Company Ltd. (JICC).

Audience
The targeted group was very large; Motorists across the island

Message
Messages where centre around not drinking and driving

Activities and Schedule
Public Service Announcements
Two advertisements were produce (re-edited) and placed on radio.
Television Endorsements
This involved the airing of 30sec endorsements/appeals on two major television stations. These were done by popular Jamaica personalities from different spheres of society; Michael Nicholson (String Beans) - Actor, Jennifer Small (Jenni-Jenni)- Radio Personality, Fabian Davies (Mr. Fabulous) – National Footballer and Abijah- Singer. These were placed from the first week of December and ran through to the first week of January.

Outside broadcasts
An outside broadcast focussing on the message of the campaign “Don’t Drink and Drive” was done on Thursday December 9, 2006 during RJR’s Hot Line programme hosted by Barbara Gludon. The broadcast was done from the Offices of the Transport Authority and resource persons interviewed were:

1. Sergeant McKenzie of the Police Traffic Division who covered the area of Laws relating to drinking and drinking, their application and sanctions. He also spoke about testing i.e. administration of the breathalyzer test, and statistics on offences and prosecution.
2. Mr. Vando Palmer, National Works Agency and Mr. Clement Watson, from the Road Maintenance Fund shared a segment, in which they spoke about how their respective entities related to road safety as well as other issues affecting the travelling public.
3. Senior personnel from Transport Authority related to the role played by the Transport Authority with regard to Public Passenger Vehicles and safety, also the role of inspectors.
4. Mr. Paul Clemetson director of the Road Safety Unit spoke extensively about road safety in general, drinking and driving specifically and the work of the Road Safety Unit.

Literature Distribution
Throughout the period of the broadcast literature on drinking and driving was distributed to motorists passing through the area. There is a major signalised intersection at the location i.e. complete with traffic lights, which provided the opportunity to interact with a large number of motorists.

Public Service Announcements
Two commercials previously produced commercials were re-edited to run for 30 seconds instead of 1 minute and placed on four radio stations. These PSAs ran for the same period as the television endorsements