THINK! drink drive campaign

This year's TV campaign runs from 4 December

if you're going to drink, don't drive and if you're going to drive don't drink

if you're going to drink, don't drive and if you're going to drive don't drink

This year's THINK! drink drive Christmas TV campaign runs from 4 December and is timed to coincide with Association of Chief Police Officer’s (ACPO) Christmas enforcement activity.

The campaign is a continuation of the ‘Moment of Doubt’ strategy and highlights the personal consequences of a drink drive conviction.

Young drivers

The primary target audience is young men, aged 17-29 years old, as they are consistently over-represented in drink drive casualty figures and are more likely to admit to driving over the legal limit.

Enforcement

ACPO’s enforcement campaign - running throughout December - targets well-intentioned drivers who do not think they are breaking the law but may be over the legal limit by the time they get into their cars in the morning.

Our key message is if you are going to drink, don't drive and if you are going to drive, don't drink

Edmund King, president of the AA

Comment

Edmund King, president of the AA said: "There is no excuse for drink driving which resulted directly in 280 deaths last year as well as ruining many more lives through fines, loss of driving licence, prosecution and imprisonment. Our key message is if you are going to drink, don't drive and if you are going to drive, don't drink.

Designated drivers

The THINK! campaign has had a long-standing and well-supported partnership with the on-trade and soft drinks industry - particularly Coca-Cola.

THINK! will be partnering with Coca-Cola again this year on their Designated Driver campaign, which will run in over 8,000 pubs nationwide and offers designated drivers a buy-1-get-1 free promotion on Coca-Cola, Diet Coke and Coke Zero.

Drink drive facts

  • Last year, drivers aged between 20 and 24 failed more breath tests than any other age group
  • It is provisionally estimated that 2011 saw 280 deaths, 1290 serious injuries and 9,990 total casualties directly related to drink driving incidents.
  • In 2010 there were around 410 pedestrian casualties and 90 pedal cyclist casualties in accidents with a driver over the legal alcohol limit
  • Those aged between 17-24 are more likely to have a drink driving related accident per mile driven
  • ACPO’s Christmas campaign runs from 1 December 2012 to 1 January 2013

28 November 2012