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#DeadDrunk Campaign

Grant Awarded: £10,000

To Cleveland and Durham Specialist Operations Unit (road safety) - 2014-15


Purpose of the Campaign

In the three years between 2011 and 2013, 71 pedestrians were killed or injured in road traffic collissions on the roads of County Durham and Darlington.Dead-Drunk-logo

How many near misses have there been? Whilst we do not know the answer to this, we would imagine there have been many!

This campaign is designed to educate pedestrians and drivers about being on the road when drunk. Pedestrians are vulnerable when not drunk - their vulnerability increases many times when they are impaired by alcohol, or drugs. 

Target audience: Whilst the majority of collisions involving drunken pedestrians involve males aged between 16 and 34 years, this campaign aims to educate all road users who could potentially put themselves at risk.

Key times for collisions: Friday, Saturday and Sunday nights, between 6pm and11pm


Why are drunken pedestrians so vulnerable?

Alcohol can affect pedestrians in the following ways:

Vision: Peripheral vision is affected, making it difficult to see things around them.

Balance: Alcohol makes it difficult to walk in a straight line and can lead to falling in the road.

Judgement: It becomes difficult to judge how close a vehicle is before crossing the road.

Risk taking: Alcohol may encourage them to take risks, while walking along unlit roads or running across a road when a vehicle is dangerously close.


Why the #DeadDrunk caption?

Have you ever uttered the words "I'm going to get dead drunk tonight"?

This local saying was the main reasoning behind using #DeadDrunk as the name for the drunken pedestrian campaign. It must be recognised that if you go out and get 'dead drunk', you may end up a 'dead drunk' on our roads, the last thing anybody wants to happen!


Tips for pedestrians

  • Pre-plan how you are getting home before going out for a drink.
  • Look out for your friends - make sure they get home safely.
  • If your loved one is going out for the night instead of you, offer to pick them up and get them home safely.
  • Keep some money to one side for a taxi home.  Don't be tempted to spend it on that last pint or kebab - these won't get you home in one piece.
  • Know your limits.  Make that choice to stay out of harm's way.


Tips for drivers

  • Be the vigilant road user - look out for impaired pedestrians on our roads, or those stepping out into the road.
  • Evidence shows drunken pedestrians are more likely to enter your path from the footpath/passenger side, whilst you are travelling straight ahead.
  • Taxi drivers are more likely to be involved in collisions with drunken pedestrians due to the nature of their job and the times they are likely to be on the roads.

You can help yourself to spot these vulnerable road users by staying within the speed limit and not being distracted or impaired yourself.


Should you drive the morning after?

This picture will give you a rough guide as to how long alcohol remains in your system:


It takes roughly 1 hour per unit of alcohol to get out of your system and you should always add an hour on to the end total. Start calculating from the time of your LAST drink but remember, everyone bodies are different and will metabolise alcohol at different rates.



Examples of project activity during 2014-15

Friday 12 December 2014 - Launch of the campaign in Durham City Centre. CLICK HERE to view the original press release.

Some photographs from the launch event are provided below:

Saturday 7 March 2015 - Campaign began in Darlington town centre. CLICK HERE to view the press release.

Saturday 4 April 2015 - Awareness raising event in Darlington town centre:  handing out promotional items and spreading the message. The organisers will be supported by two giant Easter Bunnies who will be encouraging drunken revellers not to become 'roadkill' over easter.


Useful links (external websites)

For more articles on drugs and alcohol, visit the NHS Live Well pages:

Worried about how much you are drinking? The Change 4 Life page has some fantastic information on cutting down on booze. There is a handy Drink Tracker App to help you keep track of your intake where you can receive daily tips and feedback.  The online drinks checker will help you calculate how much alcohol you have consumed:


Other projects awarded funding from the Community Safety Fund



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