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'The expectation is that young people over-consume alcohol, but here we have an example of the way in which students at Birmingham are working towards greater alcohol awareness by putting social marketing theory into practice, and to good use.' This document is subject to copyright.
She comments: 'We know that funding for the high profile national TV campaigns has been cut, but the drink driving message has lost none of its importance, so we need to look at alternatives that can convey this important message.
'New media and social media have great potential to reach young people but we need to find out what is effective in creating awareness of the risks of excessive alcohol consumption.' One Birmingham student has already used new media to drive the message home by developing her own anti drink driving podcast.
The authors controlled for season, underlying trends in accident rates, and driver age, gender and socioeconomic status.
The study also included alcohol sales from bars and restaurants (on-trade sales) and supermarkets and convenience stores (off-trade sales) to determine whether the new limits reduced alcohol drinking.
In addition, previous studies in a number of countries (including Australia, France, Austria and Serbia) have shown that reducing blood alcohol concentration limits in general is effective in reducing road traffic accidents.
In Europe, only England, Wales, and Malta have a 0.08 g/d L blood alcohol limit for drivers.In the UK, there have been large reductions in road traffic accidents over recent decades.However, there were still 170,993 casualties from road traffic accidents reported in 2017.England and Wales have maintained a level of 0.08g/d L, but are considering the change alongside many other countries worldwide, and it has previously been estimated that reducing limits to 0.05 g/d L in England could save about 25 lives and prevent 100 serious traffic injuries per year .The new study compared weekly rates of all road traffic accidents in Scotland and in England and Wales from police accident records between January 2013 to December 2016 - before and after the new blood alcohol concentration limit was introduced in Scotland.Charlotte produced and recorded the podcast using music mixed and produced by Birmingham based teenager Little C Prod.She comments: 'I was really pleased to produce something that is being made available online.I hope that the message gets through to young people to think again about driving after a second unit of alcohol at a time of year when it can be easy to forget.' Professor Szmigin adds: 'Charlottes podcast is a tremendous example of taking a creative approach to a drink driving campaign It is good to see young people talking to each other about such important issues.Too often drink driving campaigns talk down to young people.In 2016 in the UK, there were at least 6,070 road traffic accidents involving a driver who had been drinking.Driving under the influence of alcohol is a major risk factor for road traffic accidents, and a dose-response relation is observed between blood alcohol concentration and accidents.