Case Study: Sussex Police reduces drink driving over Christmas with Claremont

Sussex Police cuts drink-driving arrests by 10% over Christmas with Claremont

Sussex Police faced a significant challenge in reducing drink driving, particularly over the Christmas period. Data showed a sharp increase in deaths and serious injuries, as the behavior had become normalized for a specific demographic. The force needed a rapid, new approach that went beyond simple awareness campaigns. They enlisted the help of Claremont, focusing on their expertise in research and creating safer communities.

Claremont developed a behavior change campaign called ‘Drink Driving – Together We Can Stop It’. Based on the concept of 'bystander activation', the strategy aimed to empower friends and family through three steps: Prevent, Persuade, and Police. Claremont executed a multi-channel campaign including PR, digital, and in-pub advertising. The results were impressive, with a 10% reduction in arrests over the campaign period, significant media coverage, and reach to over 700,000 people via social media in Sussex alone.

Sussex Police