AD BID TO STOP DRUG DRIVERS

THE first television advertisement warning of the dangers of driving while
under the influence of drugs is be to broadcast amid calls for a sea-change
in the way society views the offence.

The advert, which will cost the Scottish executive A?180,000, is the latest
in a serious of big-budget campaigns which have seen ministers joining
forces with advertising agencies to combat a range of social problems from
drink driving and smoking to domestic violence.

Following the launch, Jim Orr, the director of the Scottish Drug
Enforcement Agency, said drug driving had to become as unacceptable as
drinking and driving.

Sarah Boyack, the transport minister, added: "We need to crack down on
blasA(c) attitudes towards driving after taking cocaine or cannabis.

"Too many people are willing to dice with death behind the wheel of their
car. This is a positive step in raising awareness and contributing to
reducing fatal and serious accidents."

The advert, which has yet to be commissioned, will focus on the effects
drugs can have on driving skills and will attempt to mirror the impact of
hard-hitting adverts featuring the dangers of drinking and driving.

It will be aimed at young people, who statistics show are the most likely
people to be on the roads after taking drugs. Recent research showed almost
10 per cent of drivers under the age of 40 had driven while on drugs.

It is estimated that, of the 325 people who died on Scotlanda TMs roads
last year, about 50 were drug-driving incidents where either the driver was
killed while under the influence of drugs, or pedestrians or passengers
died after being struck by motorists on drugs.

Scottish police forces introduced 1970s-style field impairment tests on 1
June to combat the growing numbers of drivers being caught out. Twenty-four
drivers have been tested and nine were found to be impaired. They have been
reported to the procurator-fiscal.

A further period of high-profile enforcement is planned, but ministers and
police said yesterday a crucial factor to fighting the menace was effective
co-operation between enforcement and education.

The advert, which does not yet have a broadcast date, will be funded with
A?180,000 made available by the executive. The advert will be produced by
the Scottish Road Safety Campaign.

Mr Orr said there was an urgent need to change public attitudes towards
drug driving across Britain. Crash statistics have revealed a six-fold
increase in the number of incidents over recent years.

He said: "Society has to be a bit more responsible so we do not have the
same dreadful difficulties we once had with drinking and driving.

"I want to see a societal change over attitudes towards drug driving. It
wona TMt be easy and it will take a long time, but it can be done."

Research for the Scottish executive on recreational drug use and driving
found it was more prevalent among the 20 to 24 age group.

Cannabis was the most frequently abused drug.