THINK! has relaunched its drink drive campaign to remind young drivers that even a small amount of alcohol before driving can have serious consequences this summer.
Following strong results from the winter 2024 campaign, and to align with a summer peak in drink-driving KSIs and national police enforcement activity, the Drink a little, risk a lot campaign returns with updated creative and new assets including messaging on enforcement and targeting festivalgoers.
All assets are now available to download via the THINK! website, including a stakeholder toolkit.
Running from 24 July to 18 September, the campaign targets 17-24-year-old men, who are over-represented in drink drive casualties. It continues to challenge perceptions around personal limits by raising awareness that even a little alcohol before driving can risk a young person’s licence, freedom – or even lives.
The creative uses eye-catching illustrations and animations that show a driving licence disappearing into a pint of beer.
Paid media will run across social platforms, online video, radio, digital audio, and out-of-home placements and via influencers on TikTok.
This year, THINK! is also supporting police enforcement activity with tailored assets, which both the NPCC and THINK! can share organically via social channels.
To reach audiences in contextually relevant moments, THINK! will also geo-target those likely to travel to key festivals such as Boomtown, Creamfields, and Reading & Leeds. It will further deliver tailored messaging to 18-year-olds in the lead-up to A- Level results day.
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