- First THINK! drug driving campaign in a decade warns of the
risks and consequences of drug driving.
- Police are working alongside THINK! over the
festive period, where cases of drug driving typically spike
across England and Wales.
- Part of the Government's ongoing work to tackle drug
driving.
The first drug driving campaign in a decade launches today (24
November), by Government backed 'THINK!' to remind people that
one poor decision can have devastating consequences.
The campaign aims to stop the rise in cases and prevent more
tragedies on our roads.
Teaming up with Police enforcement operations, new adverts
running online will target drug driving 'hotspots' across England
and Wales using Police data.
This campaign targets young men, as DfT statistics show
around 90% of drivers impaired by drugs in collisions are male,
and 4 in every 10 are aged between 17 and 30.
The latest data also shows an increase in drug-related collisions
over the last ten years; between 2014 and 2023, there has been a
70% increase in driver fatalities where drugs were present.
With the tagline, “Don't put drugs in the driving seat,” the new
campaign video is shot entirely from the driver's seat with a
dynamic rotating camera. The film shows how one reckless choice
can spiral into devastating consequences; a car collision,
police station visit, facing the judge in court, and ultimately
ending up behind bars.
Local Transport Minister, , said:
“Drug driving destroys lives. To tackle this crucial issue,
THINK! are reminding drivers of the dangers and the devastating
consequences that come from getting behind the wheel under the
influence of drugs.
"This innovative campaign sends a clear message: don't put drugs
in the driving seat. We're determined to tackle this growing
issue as part of our upcoming Road Safety Strategy, which will
set out how we make our roads safer for everyone.”
THINK!'s own survey this year show 32% of young men (aged 17-30)
think it's acceptable to drive if they feel fine after
taking drugs, and 46% of young men say they know someone who
drives after taking drugs.
Advertising will run throughout December across out-of-home,
on social media, including on TikTok, as well as online video and
digital audio platforms such as YouTube.
National Police Chiefs' Council lead for Operation Limit,
Chief Superintendent Marc Clothier, said:
“Drug driving is incredibly dangerous and puts the lives of your
passengers, other road users and yourself at risk. Police
officers across the country are stepping up proactive and
intelligence-led stops on our roads so rest assured, if you drive
under the influence of drugs or drink, we will catch you.
“We're pleased to be partnering with this
new THINK! Campaign which is really impactful and
coordinates with our enhanced enforcement of drink and drug
driving offences over the December period through Operation
Limit. Every year, we convict nearly 27,000 drivers for drug
driving which emphasises the message it will not be tolerated.”
RAC head of policy, Simon said:
“We welcome the launch of THINK!'s new anti-drug driving
campaign, highlighting the dangers of this very serious problem.
Figures from this year's RAC Report on Motoring show
there's been an increase in the number of people prepared to
drive under the influence of drugs, the effects of which can be
devastating.
"It's also very concerning to see the Government's data showing
such a massive rise in drug-driving related fatalities over the
course of a decade. We hope the imminent Road Safety Strategy
will take steps to tackle this.”
Notes to editors
