Due to these high numbers of drink driving deaths the government tried to tackle the problem through ad campaigns with Drink Aware. This was helping highlight the issue of drink driving but soon companies began to realize the problems associated with drink and so they came on board highlighting the importance of drinking responsible. Companies such as Diageo have started to concentrate on promoting the Drink Aware Campaign. They do this through individual brands such as Smirnoff. Smirnoff and other drink brands have now advertised through drinking responsibly. Below is a video that DrinkAware.ie introduced and it was soon taken off televisions as it was found to be too graphic but it shows the true danger of drink driving and its consequences.
Ways to Tackle the Problem
Smirnoff as a brand has undertaken ways of advertising their product but also highlighting the importance of drink driving and responsible drinking. Other brands in the market need to help highlight these problems as the figures show it’s a huge problem and why should we lose another loved one to a road death caused by drunk driving??? Why should our loved one be the victim???
Companies such as Diageo through brands like Smirnoff need to do something new to tackle this problem as a whole and we think the way to do this is would be to introduce labels on every bottle that show the consequences of drinking. They should highlight drink driving, rape, injuries and any other problems from drinking irresponsibly. This would mean that no matter how drunk an individual is they will have a constant reminder each time they pick up a bottle of Smirnoff or any other brand. Having warning labels and pictures will highlight and hopefully tackle this problem.
Smirnoff is an international company and they can tackle this problem through their brand and it would help every country worldwide. This would result in advertising their product, continue selling high volumes of it but also be liked for its association with trying to tackle the problem. Customers seeing and understanding that a huge international company like Smirnoff would be willing to help to tackle this problem would be more willing to buy or drink their product in the future. Smirnoff could reach out to millions of people worldwide and still manage to sell their product.
Society as a whole has a drinking problem as Ireland is amongst one of the highest alcohol consumption in the EU. We as a community and a country need to stop this problem as it could be our loved ones affected by this in the future!!
We need to tackle this problem today not tomorrow!!! We can do this through an Introduction of a higher tax on alcohol, Restrictions on alcohol density in products, Reduce the days and hours of sale of alcohol restrictions, Increase the minimum legal age of purchase to people under i.e. Over 21, Introduce lower legal driving restrictions on alcohol concentration and as said below introduce drink aware labels on all alcohol products. Nightclubs and pubs could be stricter with relation to id or increase the age to 21 at clubs and pubs. We also need to have more television campaigns that show real life effects of drink driving. The steps above are according to The World Health Organization who has identified a number of evidence-based strategies.