The results at a glance
One of the keys to producing content that provides high-value link opportunities is originality. With this in mind, we came up with an idea to conduct our own research into drink driving with a national survey - giving us our own unique statistics and findings. We chose to partner with YouGov on this, giving the study credibility, authority and providing a nationally representative sample of the British public.
The questions we engineered gave us some really interesting results:
- Almost 1 in 5 (17%) think it’s sometimes acceptable to drive after drinking - as long as they feel unaffected. This equates to 7 million drivers in Great Britain.
- Nearly 1 in 10 think they could drink more than the UK legal limit before their driving ability would be affected.
- 6 times more men than women believe they can consume 6-10 drinks before their driving ability is affected.
- Half as many students compared to those not in education, thought it was sometimes OK to drink and drive - if they feel unaffected.
We turned the results into a press release, including other relevant studies and we secured an expert quote from a road safety charity - giving our content further credibility. With the aim of securing coverage, mentions and back links to the CarTakeBack site, we conducted outreach to major news sites, charities and motor sites. This was very successful - you can see the results we achieved in the right-hand column.
- 5 national news sites (The Independent, The Express, The Scotsman, MSN, Yahoo News)
- At least 50 local news sites
- Motor sites (Motor 1, Tyre Press, Auto Breaking News)
- BBC Radio Wales
- Backlinks on SAGA and The Institute of Alcohol Studies.
“The survey questions were well thought out and carefully devised by Evoluted and resulted in some great information for them to use in outreach to journalists. Evoluted secured coverage of the item in local media as well as featuring in some top national publications. The work was very well received and we’d recommend this approach.”