Royal Award for THINK! drink driving campaign
The THINK! drink driving campaign has received a 2013 Prince Michael International Road Safety Award for the part it has played in helping to reduce drink drive casualties.
The awards’ judging panel point out that road casualties caused by drink driving have fallen dramatically for 30 years, with 2011 recording the lowest number of fatalities since records began in 1979. They go on to say that “three decades of drink drive campaigns have contributed to this”.
Current THINK! drink drive activity targets young men aged 17-29 years, who are consistently over represented in drink drive casualties and convictions, while also supporting ACPO’s enforcement campaign.
The most recent campaign activity focused on the consequences of a drink drive conviction and utilised a range of communications channels to tightly target its core audience of young men at salient moments - close to the point of decision at key times of the day.
A short THINK! drink drive film launched virally in June 2013 has reached 10 million viewers and has also achieved 6,800 tweets with a reach of 7.5 million (#publooshocker).
The Prince Michael judging panel said: “Despite running for more than 30 years, the THINK! drink drive campaign continues to evolve, looking for innovative ways to communicate with its target audience in the most effective and efficient way.”