Drink driving campaign launched by THINK!
Road safety group THINK! has launched a new drink driving awareness campaign ahead of Christmas.
The campaign, which aims to reduce incidents involving drink drivers, targets 17 to 24-year-old men with statistics showing that 79% of the 1,920 drivers involved in drink-drive collisions in 2022 were male.
A key part of the campaign will be a 0% branding, which urges anyone driving to abstain from alcohol entirely.
The Future of Roads Minister, Lilian Greenwood, said: “Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence – restricting their freedom to work or meet up with friends. This is a welcome campaign from THINK!, using everyday names to remind drivers of 0% options before they buy a pint.”
The campaign is being supported by major brands including Heineken and Fuller’s.
James Crampton, corporate affairs director at Heineken, said:
“We are delighted to partner with THINK! and use the power of our brand to bring the message to millions more pub-goers to make them stop and think that when you drive, never drink.”
THINK! is also launching a new advertising campaign, ‘Drink a Little. Risk a Lot’, which reminds drivers that even one drink can have serious consequences for themselves and others on the road.
