THINK! Christmas campaign targets young drivers and rewards designated drivers
Young men are the primary target of the 2010 DfT Christmas campaign, which highlights the personal consequences of a drink drive arrest and conviction.
The campaign, launched today (1 December), coincides with the Association of Chief Police Officer’s (ACPO) Christmas enforcement activity and runs through to 2 January 2011.
The campaign message focuses primarily on the experience of a drink drive arrest, with a poster strapline: ‘Get caught drink driving and you’ll be processed like any other criminal. THINK! Don’t Drink and Drive’.
The advertising uses an existing creative approach and comprises national radio airtime, washroom posters in pubs and online search activity.
The campaign also includes a ‘Driver Friendly’ initiative which benefits designated drivers by offering them discounts and rewards linked to the purchase of soft drinks.
The THINK! team is once again partnering with Coca-Cola on its Designated Driver campaign, which will be live in approximately 8,000 pubs nationwide from 10 December. Drivers will be entitled to a buy one, get one free offer on Coke and Diet Coke.
Mike Penning, road safety minister, said: “Drivers should be in no doubt that if they get behind the wheel after drinking this Christmas, they risk losing their licence as well as facing a fine and even a prison sentence.
"Christmas should be a time for a celebration not a night in the cells. That is why we have teamed up with Coca-Cola and pub chains this Christmas to reward designated drivers, as well as reminding drivers of the consequences of getting a drink drive conviction.
"Last year 380 people were killed in accidents where the driver was over the limit. That is why our message is clear: don't drink and drive."
Mick Giannasi, ACPO lead on roads policing, said: “This year we are using information from the public to target those areas where drink driving is a particular problem and so the chances of getting caught are greater than ever.
“Many drivers don’t realise that alcohol stays in the system for a number of hours, and that they could still be over the limit the next morning when driving to work or dropping the children off at school. That is why we are asking drivers to be safe, not sorry, this Christmas.”
Designated drivers should ask at the bar about how to take advantage of the buy one soft drink, get one free offer at participating pubs.
The radio and poster campaign creative can be viewed on the THINK! website (under the ‘Related material’ section).
Click here to read the full DfT press release.