Road Safety News
 

THINK! unveils Xmas drink drive plans

Thursday 3rd December 2009

The 2009 THINK! Christmas drink drive campaign will comprise the final outing for the current ‘Moment of Doubt’ strategy, which highlights the personal consequences of a drink drive conviction, and in particular the 12-month driving ban.  

The campaign launches on Friday 4 December and will run until 2 January, and will coincide with the ACPO Christmas enforcement programme.  

The TV advertisement will be supported by radio, online, national press and in-pub advertising as well as national and regional PR.  

Young men, aged 17-29 years, are the primary target audience. The in-pub activity will seek to capture them at the ‘moment of doubt’ when they’re deciding whether to have a second drink.

The radio, online and national press activity will be up weighted on Thursdays, Fridays and Saturdays to capture young men when they’re making plans to go out.  

Driver Friendly, a new partnership marketing initiative, will also form part of the campaign. This is designed to improve the in-pub experience of designated drivers by offering them free or discounted soft drinks and other benefits during their night out.

Coca Cola is a lead partner for the December launch and the long-term aim is that Driver Friendly will become a widely acknowledged symbol of support for the driver in pubs, bars, clubs and restaurants throughout the country.      
     
A range of printed materials will be available to both RSOs and the public via the THINK! catalogue.

Click here to download a more comprehensive campaign briefing note. Or for more information contact Jonathan Mogford, THINK! drink drive campaign manager, on 020 7944 4338.


 

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I agree with Tina's comments. In the absence of any new materials, I had already ordered some of the old posters and got them ready to send out this week, so now we cannot tie in with the new ads. Telling us about new resources now is far too late.
Vicky Blackburn, Redbridge Road Safety

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Great...but yet again the department waits until now to get out resources. Are they not aware that we organise DD events before now and waiting a couple of weeks for posters etc is too late!
Tina Housego Bracknell Forest Road Safety

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