Designated drivers will be rewarded in more than 8,000 pubs and student union bars across the country as part of the THINK! 2011 Christmas drink drive campaign, launched today (6/12/11) by Mike Penning, road safety minister.
This year’s £660k campaign will include radio advertising, posters in pub washrooms, online search activity and targeted Facebook advertising to remind drivers of the personal consequences of a drink drive conviction. THINK! has also teamed up with Coca-Cola’s Designated Driver campaign to offer drivers across the country free soft drinks at venues this Christmas.
The THINK! campaign has had a long-standing partnership with the on-trade and soft drinks industry. In December 2009 this was developed into the ‘Driver Friendly’ campaign which aims to support the designated driver through the provision of promotional offers and ‘rewards’, linked to the purchase of soft drinks, on their night out. Coca-Cola is the lead Driver Friendly partner for Christmas 2011.
THINK! campaign activity will be aimed at young men aged 17 – 29, who are consistently over-represented in drink drive casualty figures.
Mike Penning said: "Our THINK! campaign makes it clear that drivers who get behind the wheel over the limit risk losing their licence as well as facing a fine and even a prison sentence. No one wants to spend their Christmas in a police cell. My message is clear: don’t drink and drive."
Jon Woods, general manager Coca-Cola Great Britain and Ireland, said: “With the majority of adults preparing to visit a pub or bar over the festive period we are proud to be partnering the THINK! initiative to reward responsible drivers. Designated drivers provide a fantastic service by helping their friends and family get home safely at the end of a night out. That’s why we think it is so important to recognise and reward them.”
The THINK! drink drive campaign runs from 1 December 2011 to 1st January 2012. For more information visit: http://think.direct.gov.uk/drink-driving.html