One of the most popular radio stations in Bulgaria, Radio FM+, is in the final stage of its “I do not drive drunk” campaign.
The initiative has been running since July 1. It will end in Sofia on August 5 and in the entire country on August 12. The campaign’s purpose is to “focus people’s attention on the need to reduce traffic accidents,” said Veska Manova, the radio’s promotion manager.
Every Thursday members of the radio crew take part in “action” promotions, going to some of the busiest crossroads in the capital. For half an hour they give out stickers to drivers and advise them to drive carefully. So far over 2,500 of these have been handed to people waiting at traffic lights on main roads. In a further attempt to remind drivers of their responsibilities, the radio station broadcasts messages from famous musicians. Among these were Rod Steward, Jon Secada, R.E.M., Elton John and Aerosmith. Elton John appealed: “If you decide to drink, let somebody else drive! Rock is alive, you stay alive too!”
Bulgarian high society figures such as the first lady of athletics Stefka Kostadinova, the popular TV presenter Deo and groups like D2, BTR and FSB urged drivers to be more considerate of pedestrians. Some of the stars remarked that drivers should be as sober as cucumbers, which is the logo of the campaign. Mr. Cucumber is the sober vegetable, a strict and conscientious driver who is pictured smiling on the stickers. Manova wishes that he “not only stays stuck on the cars but sticks in the minds of the drivers and reminds them to be alert and careful.” However, the campaigners do not rely solely on Mr. Cucumber – they also broadcast regular information bulletins with information about recent accidents and road conditions.
In May and June of this year 1,196 serious road accidents have been registered in Bulgaria, many of them caused by drunk driving, according to traffic police data. About 160 people have died and 1,412 have been seriously injured. More than three per cent of all victims have been pedestrians.
The National Police Service warned that July, August and September usually saw a high rate of serious car accidents. Police have increased controls on the roads for this period and have intensified their testing of drivers for alcohol.
The idea for the “I do not drive drunk” campaign occurred to Radio FM+ at a conference of the National Association of Broadcasters. This is an international federation in which hundreds of radio stations participate and FM+ is the Bulgarian representative. Originally the initiative “I do not drive drunk” came from the U.S. and last year Bulgarian radio decided to try it out here. The campaign was a tremendous success and was very well received not only by the listeners of the radio but also by drivers. When FM+ decided to renew the initiative the public supported them enthusiastically. This was particularly helpful to radio staff when they went around to cars and gave out stickers. “The drivers do not think that we are street vendors any more and gladly accept the materials,” said Manova.
The pride and joy of the radio is the award they received for last year’s campaign. It was given to them by the National Association of Broadcasters “for extraordinary contributions in service to communities and the broadcast industry.” After the national close of the campaign on August 12 the initiative will not be forgotten. Radio jingles will occasionally remind listeners of the motto “I do not drive drunk” and will hint that next summer FM+ staff will continue walking around the crossroads trying to promote their ideas of safer streets.
The initiative has been running since July 1. It will end in Sofia on August 5 and in the entire country on August 12. The campaign’s purpose is to “focus people’s attention on the need to reduce traffic accidents,” said Veska Manova, the radio’s promotion manager.
Every Thursday members of the radio crew take part in “action” promotions, going to some of the busiest crossroads in the capital. For half an hour they give out stickers to drivers and advise them to drive carefully. So far over 2,500 of these have been handed to people waiting at traffic lights on main roads. In a further attempt to remind drivers of their responsibilities, the radio station broadcasts messages from famous musicians. Among these were Rod Steward, Jon Secada, R.E.M., Elton John and Aerosmith. Elton John appealed: “If you decide to drink, let somebody else drive! Rock is alive, you stay alive too!”
Bulgarian high society figures such as the first lady of athletics Stefka Kostadinova, the popular TV presenter Deo and groups like D2, BTR and FSB urged drivers to be more considerate of pedestrians. Some of the stars remarked that drivers should be as sober as cucumbers, which is the logo of the campaign. Mr. Cucumber is the sober vegetable, a strict and conscientious driver who is pictured smiling on the stickers. Manova wishes that he “not only stays stuck on the cars but sticks in the minds of the drivers and reminds them to be alert and careful.” However, the campaigners do not rely solely on Mr. Cucumber – they also broadcast regular information bulletins with information about recent accidents and road conditions.
In May and June of this year 1,196 serious road accidents have been registered in Bulgaria, many of them caused by drunk driving, according to traffic police data. About 160 people have died and 1,412 have been seriously injured. More than three per cent of all victims have been pedestrians.
The National Police Service warned that July, August and September usually saw a high rate of serious car accidents. Police have increased controls on the roads for this period and have intensified their testing of drivers for alcohol.
The idea for the “I do not drive drunk” campaign occurred to Radio FM+ at a conference of the National Association of Broadcasters. This is an international federation in which hundreds of radio stations participate and FM+ is the Bulgarian representative. Originally the initiative “I do not drive drunk” came from the U.S. and last year Bulgarian radio decided to try it out here. The campaign was a tremendous success and was very well received not only by the listeners of the radio but also by drivers. When FM+ decided to renew the initiative the public supported them enthusiastically. This was particularly helpful to radio staff when they went around to cars and gave out stickers. “The drivers do not think that we are street vendors any more and gladly accept the materials,” said Manova.
The pride and joy of the radio is the award they received for last year’s campaign. It was given to them by the National Association of Broadcasters “for extraordinary contributions in service to communities and the broadcast industry.” After the national close of the campaign on August 12 the initiative will not be forgotten. Radio jingles will occasionally remind listeners of the motto “I do not drive drunk” and will hint that next summer FM+ staff will continue walking around the crossroads trying to promote their ideas of safer streets.
