The 2015 festive THINK! drink drive campaign targets drivers who think it’s OK to have a couple of drinks before they get behind the wheel.
The campaign is launched on the back of new research which shows that while half the population (51%) would not consider consuming any alcoholic drinks before driving, a ‘shocking’ one in 10 would consider having two or more drinks before they get behind the wheel. This increases to one in five (19%) among men aged 18-34 years.
The research shows that the majority of drivers in England and Wales are aware of the need to avoid drinking before driving, with 60% of those surveyed saying it is not okay to drink at all before driving. However, even though 93% of people don’t think it is right to drive after more than one drink, almost a fifth (18%) admit to having done so.
The campaign targets those who do not recognise that even a small number of drinks before driving can be deadly. The pair of adverts reflect common scenarios where the target audience (young men) might be tempted to have a couple of drinks before driving, or choose to drive after drinking. The ads show the devastating consequences of drink driving and compares this with the positive result of saying ‘no’ – staying alive.
The campaign launches today (1 Dec) and will feature TV, online video and radio advertising. This will be complemented with ‘out of home’ adverts in pub washrooms and social media to reach the target audience when they are planning, or are on, a night out. The launch will be supported by spokespeople and case studies.
Andrew Jones, road safety minister, said: “Drivers know that drink driving is wrong. It can destroy families and ruin lives. Yet some irresponsible drivers still take the risk and get behind the wheel when they shouldn’t.
“Over the past 30 years drink drive deaths have fallen significantly but every death or serious injury is one too many. The best way for drivers to keep themselves and other road users safe is simple: don’t drink and drive.”
Liz Brooker, spokesperson for Road Safety GB, said: “The combined efforts to tackle those who choose to drink and drive have been successful over the years.
“But some people still think of a drink driver as someone who drinks copious amounts and gets in the car. They don’t realise that they could be a drink driver too, by having a small amount to drink and taking to the road.
“This campaign will make people think twice before taking another drink, helping to make our roads safer.”
Sarah Sillars, chief executive of the Institute of Advanced Motorists, said: “Many of the people we work with on our drink-drive rehabilitation courses aren’t repeat offenders, many are drivers who thought that a second one couldn’t hurt.
“We support THINK!’s campaign which highlights the importance of avoiding the temptation of ‘just one more’.”
A toolkit for road safety officers has been uploaded to the members’ area of this website.