A new summer road safety campaign is launching across Essex ahead of the first England game of the 2026 World Cup, urging football fans to back their team by preventing their mates from making dangerous decisions behind the wheel.
Led by the Safer Essex Roads Partnership (SERP), “Back Your Team” comes as drink driving continues to pose a serious threat on Essex roads, with 2,127 injured or killed in Essex relating to drink driving in the last ten years and 3,386 people arrested countywide for drink driving offences in 2025 alone.
The campaign film, featuring Simon Thomas from Soccer Saturday, uses football culture and friendship dynamics to encourage positive intervention when drink driving is on the table and follows young men watching football together during the tournament and the consequences of the decisions they make, post-match.
The campaign also highlights Essex Police’s confidential “Report It” online function. With the same response time as a 999 call, it allows the public to discreetly flag concerns about anyone they believe may be considering driving under the influence, if they feel unable to intervene directly.
Simon Thomas said: “The World Cup is an incredibly exciting time, and it’s easy to get carried away with the emotion of it. Drink driving can be that one decision that you wouldn’t normally make, but it could change the course of your life, or someone else’s. Really let that sink in.”
“Most people would never knowingly let their mate put themselves or others at risk, but sometimes people stay quiet or think someone else will step in. This campaign challenges that. If we can encourage even one person to make a different choice or stop a friend getting behind the wheel after drinking, it is worthwhile.”
The SERP has also teamed up with four Essex based content creators: Simeone De Cesare, Alexander Cassar, Ronnie Gall and Reid Card.
Collectively reaching hundreds of thousands of young people across social media, the influencers are supporting the campaign by encouraging their followers to look out for their friends, challenge risky behaviour and make safe choices during the World Cup.
This summer, Essex Police will be increasing patrols and enforcement activity across the county during the tournament period, with officers targeting drink and drug driving hotspots and carrying out high visibility roadside operations, including rural areas.
Residents are being encouraged to plan ahead before watching matches and use alternative transport options including taxis, designated drivers, public transport or staying overnight where possible.
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