Shocking research shows that one in six road accidents in Malta is drink-related.

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2 Shocking research shows that one in six road accidents in Malta is drink-related. That s why 89.7 Bay decided to launch a national road safety campaign this summer. Called Don t Risk, the initiative specifically targeted young drivers, reminding them of the dangers and consequences of drinking and driving. The Don t Risk campaign was launched at a press conference held at Waterbiscuit at the Intercontinental Hotel in St Julian s, with speeches from the Transport Minister Joe Mizzi, Families Minister Michael Farrugia, Parliamentary Secretary Jose Herrera, Ray Grech from The Sense Group and 89.7 Bay manager Kevin De Cesare.

3 July also saw the first play of the Don t Risk song One Life written and recorded specifically for the campaign and featuring Gianluca Bezzina, Daniel Testa, Lindsey and Rikki Lee. The song received regular airplay on 89.7 Bay and the station s presenters actively promoted the Don t Risk message and the specially-created website while introducing the track.

4 A number of new Don t Risk videos were shared on social media, including vox pops with members of the public in Paceville about getting home safely after a night out. The 89.7 Bay team hit the streets of St Julian s and the clubbing district to speak to clubbers. The majority of respondents who took part in the vox pop said they would be driving home rather then taking a night bus or taxi.

5 Scientific research shows that alcohol and hot weather activity can be a dangerous mix. The risks include accidents and heat illness. Alcohol interferes with balance, coordination and judgment. These effects are heightened by sun exposure and heat. This means that you can put yourself at risk during hot weather activity even if you don't have much to drink. The 89.7 Bay team recorded a video at Golden Bay to highlight the risks with beach-goers..

6 Senior politicians from the two main political parties in Malta were happy to back the Don t Risk campaign. Families Minister Michael Farrugia and Opposition leader Simon Busuttil both recorded testimonial videos for 89.7 Bay to show their support for the drink-driving message. Dr Farrugia spoke about the grief that alcohol related traffic accidents cause to families. It is usually the last drink that causes the fatal accident. Transport Minister Joe Mizzi thanked the Eden Leisure Group and Transport Malta, which was one of the main sponsors of the campaign. He said: Reducing traffic accidents is our collective responsibility.

7 With Bay s pulling power in the Maltese media market, two of the island s most popular stars were delighted to throw their weight behind the Don t Risk campaign. Interviews with Winter Moods front man Ivan Grech and singer Ira Losco about the dangers of drinking and driving were published on 89.7 Bay s Facebook page, which attracts more than 650,000 followers. The videos were shot in their cars with Bay presenters Daniel Testa and Ylenia Spiteri. Both singers urged their fans not to drive after going out drinking, and underlined the message You drink, you drive, you lose.

8 The Sense Group said the strong common goal effort by all against drink driving, including by the alcohol industry itself, had saved lives. Ray Grech from the organisation, which promotes sensible drinking in Malta, recorded a video to support the Don t Risk campaign. Malta s biggest brewing company Farsons were also strong supporters of Don t Risk, urging the public to drink responsibly. Farsons represents some of the finest names in the industry and are experts in the field. Their award winning range of beers and beverage brands include Cisk Lager, Blue Label Ale, Hopleaf Pale Ale and the Kinnie range of soft drinks.

9 The 89.7 Bay team took the Don t Risk message to the University of Malta to promote the core message You drink, you drive, you lose. Students on campus were asked if they knew the legal drink drive limit. Many did not. This highlighted one of the main problems raised during the campaign, that the legal limit is complicated and that there is little education about the issue. The vox pop video from the university was shared on 89.7 Bay s social media platforms.

10 The extensive radio promotion campaign on 89.7 Bay, Bay Easy and Bay Retro was reinforced with a series of billboards highlighting the Don t Risk message These billboards were erected at several prime road-side locations in Malta, including St Julian s, Msida, Pembroke and Mriehel. Newspaper adverts backing the billboard campaign appeared in The Times of Malta in July and August, and set of radio commercials warning of the risks of drink driving were broadcast on 89.7 Bay.

11 Don t Risk was undoubtedly a big success. The campaign was praised by the Malta Road Safety Council and won the backing of a number of senior MPs, Sedqa, Transport Malta, Farsons, the Malta Tourism Authority, the Transport Minister, the Minister for Families and Social Solidarity, The Sense Group, The Times of Malta, Maltese music and television celebrities and many others. Thank you for your support.

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