This campaign targets young men, as DfT statistics show that around 90% of drivers impaired by drugs in collisions are male and 4 in every 10 are aged between 17 and 30.
The latest data also shows an increase in drug-related collisions over the last 10 years: between 2014 and 2023, there has been a 70% increase in driver fatalities where drugs were present.
With the tagline, ‘Don’t put drugs in the driving seat’, the new campaign video is shot entirely from the driver’s seat with a dynamic rotating camera. The film shows how one reckless choice can spiral into devastating consequences: a car collision, police station visit, facing the judge in court and ultimately ending up behind bars.
In Essex, 79 people were killed or seriously injured in drug related collisions in 2024 and 82% of these were aged between 16 and 35.
In comparison, 41 were killed or seriously injured in 2023 and 31 in 2022, showing a significant increase.
Will Cubbin, Partnership Manager for SERP, said: “We’re pleased to get behind this campaign, the first national drug-drive campaign in a decade.
“Drug driving destroys lives. The figures showing the increase in drug drive related fatalities is staggering, but we can’t ignore the fact that each one of these is a person with friends and family living with profound grief.
“The research conducted by THINK! ahead of the campaign showed that the majority of young drivers were complacent about the risks, that is the sort of thing that happens to other people. I hope this campaign challenges this and makes them reflect on the real and devastating consequences that drug driving can have.
“We encourage everyone in Essex to support this campaign by sharing the content online, as well as by having conversations with young people who might be of the mindset that it’s ok to drug drive, their friends do it, and they haven’t had a collision so far. Do not put drugs in the driving seat.”
Adam Pipe, Head of Roads Policing for Essex Police, said: “Driving under the influence has been a key factor in some of the most serious collisions on Essex’s roads this year.
“My officers continue to see a worryingly high number of people who think it is acceptable to get behind the wheel with drugs in their system. And drugs can stay in your system much longer than you think so you may not even realise you’re over the limit.
“My message is clear – if you drug drive, you can expect to be stopped and arrested.
“We’ve made around 1,400 drug driving arrests so far this year – that’s already significantly more than in each of the last four years.
“If you’re arrested you could lose your licence and that could mean you lose your job. If you lose your job, you could lose your home. And that could mean you lose your family.
“Even more than that you could lose your life or be responsible for taking someone else’s.
“It is simply not worth it. Please, this Christmas THINK! about yourself, your loved ones, and other people on the road.”
For more information on drug driving please visit Drink and drug driving – saferessexroads.org. Please follow the @SaferEssexRoads on socials to see how you can help the Partnership spread key road safety messages over the Christmas period and beyond.
