The Government has launched a new Think! campaign to shift attitudes around drink-driving ahead of Christmas.
Introduced in collaboration with Heineken, Fuller’s and Eisberg, the new 0% branding promotes road safety with alcohol-free drinks and merchandise for Christmas.
Launched ahead of the annual clampdown on drink- and drug-driving by nationwide police forces, the campaign targets 17- to 24-year-old men, who are overrepresented in deaths and serious injuries involving drink-driving.
Department for Transport research shows young men in particular often underestimate the risks of having a few drinks, and are less likely to see drink-driving as risky. In 2022, 79% of drivers involved in drink-drive collisions were male.
The new 0% branding includes Think! drink-drive messaging on pub equipment and t-shirts worn by bar staff, providing pub-goers with an in-the-moment reminder to opt for a 0% drink before getting behind the wheel.
Heineken’s ‘Star Pubs’ chain is rolling out new 0% branded merchandise to 400 of its pubs from late November through to the end of the year. Fuller’s and Eisberg are also supporting the cause, incorporating the Think! 0% badge into their own influencer content, drink menus and social media channels. The platform is also supported by Drinkaware and the British Beer and Pub Association.
Future of Roads Minister Lilian Greenwood said: “Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence – restricting their freedom to work or meet up with friends.
“This is a welcome campaign from Think!, using everyday names to remind drivers of 0% options before they buy a pint.”.
Think! is also launching a new advertising campaign, ‘Drink a Little. Risk a Lot’, to remind drivers that even a couple of drinks before driving could harm others or cause drivers to lose their licence.
The campaign features illustrations and animations showing a driver’s licence disappearing into a pint of beer, and will run across social media, online video, radio, digital audio, podcasts, billboards near to pubs and bars and in-venue posters and beermats.
Think! is also teaming up with Trainline to support its Hop on a Train campaign, encouraging Christmas revellers to leave the car at home and book a train to ensure a safe journey home.
Jo Shiner, chief constable and lead on road safety the National Police Chiefs’ Council, said: “Drink- and drug-driving is responsible for many serious and fatal collisions every year and it is completely avoidable.
“Policing will once again be undertaking a Christmas drink- and drug-driving enforcement campaign, Op Limit, which brings together all forces in a concerted focus to take action against those undertaking this irresponsible and dangerous behaviour.
“This education and enforcement activity works in tandem with the new Think! campaign and I would underline the message that drink- and drug-driving have consequences. You could lose your licence but most starkly, you could cause the loss of your own or someone else’s life and that is absolutely not worth the risk.”
