The first THINK! drug drive TV campaign was launched last week, after new research showed that one in 10 young male drivers admit to driving after taking illegal drugs.
The £2.3m campaign highlights that once a driver has been stopped their eyes will give them away because of the obvious and involuntary effects drugs have on the body.
Andrew Adonis, transport secretary, said: "Some drivers who would never get behind the wheel after drinking still believe they can drive after taking drugs. We are determined to get the message through to this reckless minority that their behaviour is putting lives in danger.”
The campaign was welcomed by Road Safety GB, whose spokesperson, James Gibson, said: “Drug driving is a serious problem and more needs to be done to tackle the issue, both from an enforcement and an education perspective. Like alcohol, drugs impair a driver’s judgment, impact on reaction times and affect people’s ability to concentrate.
“The new campaign is a well researched and developed piece of work. We hope it will make the public more aware of this somewhat hidden issue and make drug drivers think about their actions.”
Police forces across the country will be targeting drug drivers throughout the August music festival and holiday season. The campaign also includes print, poster and on-line advertising as well as music festival and radio sponsorship.
Click here to read the full press release
Click here to view the TV commercial.
Click here to read a comprehensive briefing note issued by the THINK! team.