A concerted effort was made in the course of 2004 to co-ordinate activity between ACPOS and RSS. Close liaison between them and local road safety units, coupled with the added value of the Scottish Executive’s PR agency has allowed local campaigns to make use of national paid-for publicity.
As in previous years, the ACPOS Summer Safety Campaign was supported by RSS with radio adverts running from 14-27 June and bus-backs from 28 June to 25 July.
The 2004-2005 festive campaign used a "morning-after" approach to raise awareness to the fact that, if you could still be "over-the-limit" in the morning, how much over might you have been the night before. Two radio adverts, both depicting morning-after scenarios, were broadcast from 6-26 December and over 500,000 beer-mats were distributed throughout Scotland. Posters were displayed in a variety of locations, and bus-backs were used to reinforce the message.
PR support was also provided during both the Summer Safety and Festive Safety campaigns.