THINK! scoops Prince’s Premier Award
The THINK! team was awarded the Premier Award at the 2013 Prince Michael International Road Safety Awards' ceremony for its contribution to reducing drink drive casualties.
Prince Michael Awards are presented to individuals, companies and organisations in recognition of their outstanding contribution to improving road safety.
The Premier Award is given to the outstanding winner each year, and was presented to the THINK! campaign team by Prince Michael at the awards ceremony in London on 10 December.
Robert Goodwill, road safety minister, said: “Ideally no one would drink and drive. Sadly, even though the majority of drivers are sensible enough not to do it, there are still some who do.
“But the number of road casualties caused by drink driving has fallen significantly since records began in 1979 and three decades of THINK! campaigns, alongside enforcement by the police, have played an important part in raising the public’s awareness of the risks of drink driving and have ultimately saved lives.
“This award recognises the excellent work the THINK! campaign team does year in, year out in thinking of new and innovative ways of reinforcing the same message and reminding drivers of the risks of climbing behind the wheel after a drink.”
Congratulating the THINK! team on its achievement, Prince Michael said: “Public education plays a vital role in changing the behaviour of road users. The Government’s THINK! campaign has become a well-recognised brand; among government public information campaigns it stands out and is as highly respected in the advertising industry as it is in the road safety world.”
The award recognised that despite running for more than 30 years, the THINK! drink drive campaign continues to evolve and seek innovative ways to communicate with its target audience in the most effective and efficient way possible.