As the festive season approaches, the UK government’s road safety initiative, THINK! has rolled out a fresh campaign aimed at tackling drink-driving, particularly among young male drivers.
Supported by key organisations like the RAC and backed by leading alcohol brands like Heineken and Fuller’s, this campaign seeks to shift attitudes and behaviours during the holiday period by promoting zero-alcohol alternatives in social settings.
The THINK! campaign has teamed up with pub and alcohol brands to spread the critical message of safe driving in pubs and bars across the country. The focus is clear: encourage young drivers, particularly 17 to 24-year-old men, to opt for zero-alcohol drinks when behind the wheel.
In 2022, 79% of drivers involved in drink-driving incidents were men, with young males being at the forefront of the data. THINK!’s research reveals a troubling pattern that young men frequently underestimate the dangers of driving after consuming even small amounts of alcohol.
Heineken is onboard with their 0.0 range, which plays a crucial role in the campaign. Corporate Affairs Director at Heineken UK James Crampton emphasised the importance of having safe alternatives:
“When you are driving, Heineken 0.0 is the ideal alternative to your alcoholic drink. People can still be part of the round, with a pint or bottle in hand, and importantly be safe to drive – for themselves, their passengers, and other road users.”
This collaboration extends to branded pub equipment and uniforms, with bartenders donning THINK! themed t-shirts to keep the message visible and impactful.
THINK! is also launching a new advertising campaign titled ‘Drink a Little. Risk a Lot’, aiming to drive home the dangers of even minimal alcohol consumption before getting behind the wheel.
This visually impactful campaign features striking illustrations and animations, including a driver’s licence dissolving into a pint of beer, symbolising the potential loss of freedom from poor decisions.
The campaign is designed to reach a broad audience by utilizing various platforms effectively:
- Social Media: Targeted ads to engage young drivers.
- Videos and Podcasts: Short, impactful messaging on digital channels platforms.
- Radio and Digital Audio: Raising awareness during commutes and leisure activities.
- Billboards: Strategically located near pubs and bars.
- In-Pub Materials: Posters and beermats to resonate with pub-goers.
By leveraging these channels, the campaign seeks to maintain consistent visibility during the festive season, reminding drivers to prioritize safety and stay away from alcohol.
For many young people, the freedom of driving represents independence. Losing that privilege due to a moment of poor judgment can lead to long-term consequences, both legally and emotionally. THINK!’s message is clear: if you’re driving, steer clear of alcohol entirely.
- Zero-Alcohol Options: Leading brands are making it easier than ever to enjoy the night while staying responsible.
- Raising Awareness: From pub branding to advertising, THINK! is using every tool to highlight the risks of drunk driving.
- The Bigger Picture: Safer roads benefit everyone, and small decisions like choosing a 0% drink can save lives.
This holiday season, THINK!’s message is one of hope and responsibility: when it comes to drinking and driving, it’s best to avoid alcohol altogether. After all, the risk simply isn’t worth it.
Why not check out our Drink Driving: How long should you wait before getting behind the wheel? guide for more information? We also produce a range of weekly blogs on various topics, which can be found in the blog section of our website.
Nationwide Vehicle Contracts are one of the UK's leading car leasing brokers and offers a range of leasing deals to suit every need. To find out more, check out our comprehensive car leasing guides or call one of our experts on 0345 811 9595.
