- Local Transport Minister joins forces with Sussex Police
Chief to spotlight enforcement operations and raise
awareness of the dangers of drink and drug driving
during the busy festive season.
- Minister also teams up with Captain Morgan to raise awareness
of the THINK! campaign to encourage drivers to opt for
a 0% drink before getting behind the wheel.
- Comes ahead of the Road Safety Strategy and follows launch of
new THINK! drug driving campaign – the first in a decade –
which delivers a hard-hitting warning to young male drivers
about the life-changing consequences of getting behind the
wheel under the influence of drugs.
To tackle drink and drug driving during the
festive period, Local Transport Minister today (11
December) joined Sussex Police Chief Constable Jo Shiner on
a drive along to see first hand how frontline enforcement
teams are keeping our roads safe this Christmas.
The Minister met with local officers to take part in
their annual seasonal crackdown on offenders, as part of
ongoing collaboration between Government, police forces and local
partners to tackle dangerous driving behaviours.
This builds on the Government's commitment to make
communities safer and ease pressure on the NHS.
Local Transport Minister said:
“No one should get behind the wheel under the influence
of drink or drugs.
"This festive season, we're working with Police and well-known
brands including Captain Morgan, Peroni and Heineken to remind
drivers to make the right choice - and stick to
non-alcoholic drinks - to make our roads safer for
themselves and others.
"We're determined to tackle this growing issue, to help make our
communities safer and ease pressure on the NHS."
Chief Constable Jo Shiner is National
Police Chiefs' Council lead for roads policing. She
said:
“Driving under the influence of drink or drugs is selfish and
incredibly dangerous, putting the lives of your passengers, other
road users and yourself at risk. We're pleased to be partnering
with THINK! On their new campaign which is highly impactful and
coordinates with our enhanced enforcement of drink and drug
driving offences over the December period through Operation
Limit.
“The message is simple, do not get behind the wheel if you have
been drinking or taking drugs. Make the right decision and
together, we will save lives.”
The Government has also teamed up with Police
enforcement operations and launched new adverts as part of its
THINK! campaign, running online and out of home to
target drug driving 'hotspots' across England
and Wales using Police data.
It is the first
THINK! drug driving campaign in ten years, a
targeted, hard-hitting series of messages aimed at young male
drivers, who remain disproportionately represented
in drug-related road casualties. Latest figures show that
around 90% of drivers impaired by drugs in collisions are
male, with four in ten aged between 17 and 30.
Earlier this week, the Minister visited a pub in London to
officially launch the Captain Morgan 0.0% x THINK! 0%
‘Captain of the Night' campaign, spotlighting the importance
of alcohol-free options for motorists. As part of the initiative,
drivers will be offered a free Captain Morgan 0.0% and cola in
selected Stonegate pubs nationwide.
The launch marks the continued and growing partnership between
the Government and major drinks brands to normalise 0%
choices. Fronted by TV personality and radio presenter Sam
Thompson, the first wave of the Captain Morgan partnership was
designed to reach 17–24-year-old male drivers.
Both Heineken and Peroni have confirmed large-scale activations
in the lead-up to Christmas to encourage drivers to choose their
0.0% products under the THINK! 0% banner.
These promotions follow THINK! 0% partnership activity delivered
by both brands over the past year. Heineken will spotlight THINK!
0% messaging across its Star pubs, including on staff uniforms
and via online advertising, and Peroni will team up with Greene
King to share the THINK! 0% message via digital channels and
promotions encouraging drivers to opt for 0%.
Ian , Corporate Relations Director at
Diageo GB, said:
“Diageo is committed to supporting safe and responsible choices,
particularly at a time of year when the risks on our roads
increase. Captain Morgan 0.0's partnership with THINK! highlights
our continued focus on not only providing people with
great-tasting alcohol-free alternatives, but also showcases a
clear message that if you are driving, 0.0% is the correct choice
for everyone's safety.”
