THINK! is relaunching its Mates for Life campaign, as it looks to continue to rebuild understanding among young males about the dangers of drink driving.
Through a series of short films and other resources, the campaign shows 17 to 24 year-old male drivers that ‘a mate doesn’t let a mate drink drive’.
The films feature a young man encouraging his friend not to drink before getting in front of the wheel, by reminding him of the lifelong friendship and adventures they are yet to have.
Following the 2021 edition of the campaign, evaluation highlighted that two thirds of those who saw it took action as a result, including intervening to stop a mate drink driving.
THINK! says that over the course of the pandemic, the number of young males agreeing that driving over the legal alcohol limit is risky has decreased.
The Mates for Life rerun is intended to rebuild understanding of the risks of drink driving and the importance of stepping in to stop it.
The campaign is timed to coincide with the festive party season and the first ever winter World Cup, creating more potential opportunities for drink driving. It will run on social media and video on demand, YouTube and the gaming platform Twitch.
New for this year, THINK! is also running campaign activity in bars, pubs, universities, gyms and sports clubs, in order to reach the target audience while they are socialising.
To broaden the reach, THINK! has also re-partnered with the drinks company Diageo and in particular its Guinness brand – encouraging drivers to opt for the non-alcoholic alternative.
Campaign activity will once again drive the audience to Diageo’s ‘Wrong Side of the Road’ interactive online resource which helps people understand the consequences of drink driving by questioning convicted drink drivers.
The THINK! team is calling on road safety professionals to support the campaign by sharing the creatives and messages. A stakeholder toolkit containing asset links and post copy is available via the THINK! website.
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