Tell your friends not to drink drive this festive period – says
latest THINK! campaign starting today (December 7, 2017).
For this year’s campaign, which runs to January 1, THINK! has
teamed up with Kiss FM duo Rickie and Melvin, who will be urging
young adults to encourage their friends not to get behind the wheel
after drinking.
The radio presenters will also front videos for Kiss FM’s social
media channels, with its audience almost a third more likely than
the average person to enjoy a night out in a pub.
A further radio advert, which will run in England and Wales, uses
the message “mates don’t let mates drink and drive”, playing on the
fact friends will say anything to each other, except to stop them
from drink driving.
Road Safety Minister said:
"Driving even while below the legal limit is becoming increasingly
socially unacceptable, with more and more people choosing to turn
down drinking any alcohol when they plan to drive. But even so
there are still some drivers who are willing to take the risk.”
“Friends, colleagues and family members can positively influence
those around them. So we are calling on them to stop potential
drink drivers from getting behind the wheel and risking tragedy
this Christmas.”
Rickie Haywood Williams said:
“We feel we owe it to our audience to share such an important
message. Me and Melv grew up together, we look out for each other
and we want to spread the word to our listeners to do the
same.”
Melvin Odoom continued:
“Rickie will always be there for me on a night out and vice
versa. Drink driving awareness is something that needs to be out
in front at all times. The campaign is designed to shine a light
on the issue and we want to help us much as we can to stop people
making the wrong decision.”
Police forces across England and Wales are also taking part in
enforcement action throughout December and on January 1.
National Police Chiefs’ Council Lead for Roads Policing, Chief
Constable Anthony Bangham said:
“Every year police forces deal with cases of drink or drug
driving that directly result in families facing Christmas without
loves ones. Even a small amount of alcohol or drugs in your
system can affect your ability to drive safely – don’t let your
friends and family pay the price.
“Police forces are running targeted operations across the country
to enforce the law on drink and drug driving: you can face an
unlimited fine, disqualification for driving, and a long prison
sentence.”
In October, it was the 50th anniversary of the breathalyser test.
Last December, 89,138 motorists were tested and 5,869 were found
to be over the drink drive limit.
In England last year, more than half of car drivers who were
involved in a crash and failed a breath test were aged up to
34.
THINK! has also teamed up with a number of partners including
Arriva Buses, which is offering free bus journeys to either home
or work the morning after a night out, and Budweiser, which is
launching a new alcohol-free beer to coincide with the
campaign.
LADbible will also be creating videos for its social media
channel and Diageo will be marking the five millionth person to
sign up to its drink drive pledge.
The Maritime and Coastguard Agency is also promoting its cold
water shock film, which delivers a hard-hitting message designed
to make people think twice before entering the water. Coastguard
statistics reveal that on average around 50 people die of
alcohol-related drowning around the coast of the UK each year. Of
these, a significant percentage are young men who end up in the
water as they make their way home.
Network Rail, British Transport Police and Rail Safety Standards
Board will also be launching an alcohol awareness campaign next
week reminding the public to “keep a clear head” when they are
around the railway. The organisations will also be targeting
Christmas revellers at the busiest railway stations as well as in
pubs and clubs located near railways stations and level crossings
