Second roll of the dice for Suffolk summer safety campaign

FOR the second year running two Suffolk businesses are rolling out a successful summer safety campaign aimed at keeping young people out of danger. Brewer Adnams and Southwold advertising agency Spring are teaming up to repeat last year’s successful campaign, Don’t Dice with Danger, to drive home the need for youngsters to stay safe when out. Posters, postcards, wristbands and beer mats will be distributed to pubs, clubs, youth organisations, sports clubs and schools around the county with six key messages urging teenagers not to gamble on having a good night out. Last year’s campaign, launched with the Lowestoft Journal, was endorsed by Lowestoft couple Phil and Heather Stoddart, who lost their two daughters in a tragic crash on the A12 at Blythburgh. Spring’s MD Erika Clegg, said: “Last year’s campaign saw hundreds of young people wearing the ‘Don’t Dice’ wristbands and heeding the campaign’s message. As an employer of young people from the Southwold and Lowestoft area we're keen to run the campaign again. “One of the reasons Don’t Dice With Danger was so successful was because it as inspired by several of our young designers who understood the issues involved. It meant the campaign's messages come directly from the campaign audience, rather than from a committee; making them more effective and compelling.” Andy Wood, managing director of Adnams at Southwold, said: “There have been a number of tragic incidents involving young people from Southwold and Lowestoft over the past few years. We want people to have a good time when they are out and about in the evening but the aim of this campaign is to remind them to look out for each other and get home safely at the end of the night.” Mr Stoddart, who lost daughters Claire, 18, and Jenny, 15, nearly four years ago to a young drink driver has also leant his weight to the campaign. He said: “I support the campaign because it tries to address the issue of taking responsibility for your actions. If you take responsibility for your own actions you are telling yourself that you will not go out and do certain things. “The other important part for me is the consequences. The first thing to think about is what happens to the people whose lives you damage because of what happens to you and the other is the damage you do to yourself. You could end up ruining your career and living with the knowledge of what you have done. It causes a lot of trauma.” Claire and Jennifer, both pupils at Benjamin Britten High School, were on their way home to Lowestoft in 2006 from a Red Hot Chili Peppers concert in Ipswich when a drunk driver crashed into their Vauxhall Astra. Inspiration for the campaign came from a group of young designers from Spring in Southwold, who donated all their studio time to come up with the brand, a website and product designs as well as arranging production. The six messages are: look out for your mates, know your surroundings, steer clear of trouble, enjoy your drinks responsibly, tell someone before you leave, think about the consequences. For more details visit: www.dontdice.co.uk

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