A new campaign has been launched to remind younger motorists of the dangers of taking drugs before taking to the road.
While the campaign, launched by the THINK! Road safety group, is dubbed “Don’t Put Drugs in the Driving Seat”, its message applies just as strongly to motorcyclists. Indeed, we are even more at risk of crashes if riding while under the influence of drugs as our ability to balance and the fine motor skills we need to control our bikes are badly compromised by drugs such as cannabis, speed and cocaine.
Young male motorists are disproportionately represented in drug-driving collisions. Between 2014 and 2023, fatalities involving drugs rose by 70%, while around 90% of drivers impaired by drugs in collisions are male. Four in every 10 are aged between 17 and 29, making young men the campaign’s primary audience.
This latest initiative highlights how one poor decision can quickly spiral into life-changing consequences, including arrest, a criminal record, imprisonment and the loss of future opportunities.
The campaign reminds motorists that drugs remain in the body far longer than many people realise, meaning drivers could fail a roadside drug test days after taking them. A conviction for drug driving can result in a criminal record, the loss of employment opportunities and significant impacts on family life, in addition to the risk of causing serious or fatal collisions.
What drugs do to us
Drugs dramatically impair a motorcyclist's reaction time, balance, and risk perception. Because motorcycles require constant physical co-ordination and keen situational awareness, riding under the influence severely increases the likelihood of crashes.
Drugs will:
Decrease our co-ordination and balance: Drugs disrupt the central nervous system, making it difficult to smoothly operate the throttle, brakes, and clutch. Maintaining stability on two wheels becomes heavily compromised.
Impaired judgement: Impaired riders are more likely to engage in reckless behaviour, speed excessively, and misjudge the distance of surrounding traffic.
Reduced awareness and vision: Certain substances such as cocaine and cannabis can cause blurred vision, tunnel vision, or delayed processing of hazards, making it harder to react to cars, road debris, or sudden stops.
The message is clear: don’t ride after taking drugs. During the summer bike riding season this campaign will be across social media, with online videos, digital audio and cinema advertising, and roadside digital screens, as well as reminders in bus shelters, petrol stations, convenience stores, pubs, bars and at major music festivals.
A toolkit can be accessed here: https://www.think.gov.uk/campaign/dont-put-drugs-in-the-driving-seat/#get-this