Drink driving
 

Drink driving


DRIVE SAVE ON 2011

 

THINK! runs two major drink drive campaigns every year, one in the summer and one at Christmas, using a variety of media including TV, radio, posters in pub washrooms, national press and online. The campaigns also include partnership marketing activity and national and regional PR.

The campaigns aim to:

 

  • increase awareness of the personal consequences of a drink driving conviction
  • encourage the belief that 1 or 2 drinks before driving is too many and not worth the risk
  • reinforce and build the social stigma around drink driving

The current campaigns target 1-3 pint drink drivers, not ‘drunk drivers’, with a particular focus on young men aged 17-29 years old.  They don't focus on the increased risk of a crash, as our research has found that young men believe:

 

  • a crash is unlikely after 1 or 2 drinks
  • drink drive ads showing a crash are not relevant to them but to people who drive when drunk
  • they're more likely to be over the limit and caught after 1 or 2 drinks

We found that the long-term implications of drink driving, such as a 12 month driving ban, an endorsement that stays on your licence for 11 years, imprisonment or a criminal record are much more shocking and compelling to this audience than the risk of crashing and harming themselves or others.

Key messages for Christmas 2010:

 

  • THINK! Don't drink and drive
  • Get convicted of drink driving and you’ll be without your car for at least 12 months

Campaign activity - 2010 THINK! Christmas Drink Drive campaign

 

Our current drink drive communications strategy is focused on personal consequences. The 'Moment of Doubt'’ consequences advertisement will be aired on TV and will be supported by radio, online, national press and in-pub support, consisting of washroom panels and quiz machines activity. The TV, radio and poster creative can be found in our Media Centre.

The aim of the Christmas ’09 campaign is to highlight to young men the impact that losing their car for at least 12 months, as a consequence of a drink driving conviction, would have on their lifestyles. Our campaign will highlight that one or two drinks is not worth the risk, reminding drivers what is at stake using the line, Lose your licence for drink driving this Christmas and your car will be out of reach for at least 12 months.

 

Television: 'Moment of Doubt'

The TV ad focuses on Matt, a young man out for a couple of quick drinks with some friends, as he's deciding whether or not to have a second pint before driving home.

As Matt is deciding what to order his world freezes and the barman he's about to order from suddenly transforms into a succession of characters that Matt would encounter if he's caught drink driving.

Matt is powerless to do anything as he sees a police officer asking him to step out of the car for a breath test, a solicitor explaining that he's going to get a 12-month driving ban, his boss saying it's company policy not employ someone who has a drink drive conviction, a used car dealer offering him a low price for the car he has to sell quickly to pay a hefty fine and Matt's partner - angry and distressed that Matt has lost his licence, his job and his car.

We are working closely with a wide range of organisations, including the on-trade and soft drinks industry, to encourage drivers to choose soft drinks on their night out, by providing them with special offers and other benefits in the pub environment.