The 2009 THINK! Christmas drink drive campaign will comprise the final outing for the current ‘Moment of Doubt’ strategy, which highlights the personal consequences of a drink drive conviction, and in particular the 12-month driving ban.
The campaign launches on Friday 4 December and will run until 2 January, and will coincide with the ACPO Christmas enforcement programme.
The TV advertisement will be supported by radio, online, national press and in-pub advertising as well as national and regional PR.
Young men, aged 17-29 years, are the primary target audience. The in-pub activity will seek to capture them at the ‘moment of doubt’ when they’re deciding whether to have a second drink.
The radio, online and national press activity will be up weighted on Thursdays, Fridays and Saturdays to capture young men when they’re making plans to go out.
Driver Friendly, a new partnership marketing initiative, will also form part of the campaign. This is designed to improve the in-pub experience of designated drivers by offering them free or discounted soft drinks and other benefits during their night out.
Coca Cola is a lead partner for the December launch and the long-term aim is that Driver Friendly will become a widely acknowledged symbol of support for the driver in pubs, bars, clubs and restaurants throughout the country.
A range of printed materials will be available to both RSOs and the public via the THINK! catalogue.