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Stripe Communications - PR Consultancy - Stripecom
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CIPR award

June 2010

Scottish Government Road Safety

Scotland Gets Tougher on Drink Driving

Scotland Gets Tougher on Drink DrivingScotland Gets Tougher on Drink DrivingScotland Gets Tougher on Drink Driving

Driving home the message that ‘Scotland is getting tougher on drink driving’ was the aim of the festive drink drive campaign in 2009. A joint partnership approach between the Scottish Government, the Association of Chief Police Officers Scotland, the Crown Office and Procurator Fiscal Service and Road Safety Scotland, the campaign involved a new legislative enforcement which meant drivers caught drink driving for a second time could have their cars taken away from them for good.

Stripe managed the campaign media launch which involved a press conference and photocall with Kevin Smith, Chair of the ACPOS Road Policing Business Area, Kenny MacAskill, Cabinet Secretary for Justice, and the Lord Advocate, the Right Honourable Elish Angiolini QC.

The national announcement and a series of targeted news releases aimed at local media resulted in more than 70 pieces of coverage. A media toolkit shared with partners enabled key messages to be communicated widely, generating additional campaign coverage

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