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'Drinks without Dramas'

Interview with Kirsty Taylor

Road Safety Officer for Wyong Shire Council

Liquor accord: Tuggerah Lakes
Position in accord: Road Safety Officer, Education
Strategy: Designated driver
Name of project: ‘Drinks without Dramas’

OLGR: Kirsty, why did your accord come up with the 'Drinks without Dramas' strategy?

Kristy: Transport options are very limited in the Wyong Shire Local Government area and there is a high incidence of drink driving resulting in a high number of crashes causing serious injuries and fatalities.

The project aims to reduce the incidence of drink driving and provide a safer transport option from local licensed premises. It also aims to increase awareness of the consequences related to drink driving and promote positive behaviour.

OLGR: Was there a particular target group in mind?

Kirsty: No particular age group has been targeted, we are targeting all drivers who hold a New South Wales driver’s licence and who are going to their local licensed premises in the Wyong Shire Local Government area.

OLGR: Once this strategy was developed, how did you go about implementing it?

Kirsty: Initially this program was developed as part of a regional initiative of the Roads and Traffic Authority’s Local Government Road Safety Program and implemented by the Hunter Region Councils Road Safety Officers from 1999 to 2004. After 2004, funding from the RTA was no longer available however the program continued in some licensed premises.

In 2006 the 'Drinks without Dramas' program was re-launched as an initiative for the Tuggerah Lakes Liquor Accord across Wyong Shire. The program was well received by both patrons and venues alike. Each participating venue was issued with stamps, posters and stickers using the same designs and logos that were still recognised by the local community from the previous program. This helped to promote the program with the support of the Tuggerah Lakes Liquor Accord, Tuggerah Lakes Local Area Command and Wyong Shire Council.

OLGR: How does this strategy work?

Kirsty: Participating venues have agreed to supply free soft or non-alcoholic drinks to the person who identifies themselves as the designated driver. The designated driver will identify themselves to bar staff and will receive a ‘Drinks without Dramas’ stamp on their wrist, similar to that which is received when entering a nightclub. The driver then shows this stamp when they go to the bar, allowing them to get their free drink.

Depending on the venue, limits may be placed on the number of free drinks available, and they may also ask the person to show their driver’s licence or keys to make sure that they are identified as the designated driver for their group. If the person is seen drinking alcohol at all that day or night then they won’t be eligible for free soft drink.

OLGR: There are a quite a few stakeholders involved, what are their roles?

Kirsty: Wyong Shire Council developed all of the artwork and media releases, ordered and distributed the resources including stamps, posters, stickers and the logo for in-house TV promotion. The council also acts as a liaison with all local licensed premises and promotes the program at a community level through newspaper and radio advertising, bus back advertising, information on Councils website and media releases.

Tuggerah Lakes Local Area Command also acts as a liaison with all local licensed premises and helped launch the program at the accord meeting.

The Tuggerah Lakes Liquor Accord and other local licensed premises have given commitment to the program and provided training to bar staff in relation to the rules and restrictions of the program. They have also promoted the program in-venue using posters, coasters and in-house TV screens.

Local media outlets also assisted with promotion of the program.

OLGR: You mentioned that the initial program was funded by the Hunter Region councils and the RTA, how did you go about funding the program this time around?

Kirsty: The accord and Wyong Shire Council have provided funding this time however costs have been lower as we did not need to develop any new artwork as we re-used existing templates. The initial funding for the 'Drinks Without Dramas' program was provided by the RTA to Councils in the Hunter Region. Councils used this money to develop the designs and artwork for the promotion and branding of the program. With this component being previously undertaken, the expenses for the Accord and Council this time were considerably reduced. With the support of the Accord members much of the promotion for the program was also done internally rather than in the mass media (TV, Radio etc) although Council did provide some funding and support for this.

OLGR: When was the strategy launched and how long will it run for?

Kirsty: The initial project was launched on the 17th December 1999 and this phase was launched on the 28th November 2006. The strategy will run for as long as local licensed premises continue to support the program.

OLGR: How did you promote and market this strategy to the community?

Kirsty: There has been extensive promotion of the program direct to the community through local media outlets including newspapers, radio and television advertising. Advertisements were also placed on the back of local buses and on the council’s website.

Local licenses premises have placed a sticker on their entry door indicating that they are a participating venue and display posters throughout their establishments and coasters were provided to all participating premises. Some premises have the information displayed on in-house TV screens and make announcements over the PA system and bar staff promote the program.

The extensive advertising that was conducted for the initial program from 1999 to 2004 created recognition of the 'Drinks without Dramas' program and logo. This was used again when re-launching it in 2006.

OLGR: 'Drinks without Dramas' has been running for a few years now. What have been the results?

Kirsty: There has been a high rate of participation amongst local licensed premises and I believe that this initiative implemented in the Wyong Shire has had a positive impact on a reduction in anti-social behaviour, drink driving and violence.

OLGR: Since re-launching 'Drinks without Dramas', have there been any other benefits or challenges?

Kirsty: We had the added benefit of brand recognition by retaining the 'Drinks without Dramas' name and capitalising on the awareness that had been raised during the previous initiative. This in turn helped raise awareness in the community about the issue of drink-driving and encouraged a member of either a family or a group of friends to be the designated driver and plan their trip home before they started drinking. It is anticipated that the program will continue to contribute to a reduction in the incidence of drink driving and the number of crashes on the road.

OLGR: Congratulations on re-launching 'Drinks without Dramas' and making it a success once again.

For more information contact Kirsty Taylor on 02 4350 5232 or at Kirsty.taylor@wyong.nsw.gov.au.