Famous alcohol brands, including Heineken and Fuller's, have
joined the Government's new THINK! campaign to encourage young
drivers to stick to 0% options this Christmas.
Launching today (20th November),THINK! is collaborating with
household alcohol brands and pub chains to promote the safe
driving message inside pubs and bars.
The campaign targets 17-24-year-old men, who are overrepresented
in deaths and serious injuries involving drink driving. THINK!
research shows young men in particular often underestimate the
risks of having a few drinks, and are less likely to see drink
driving as risky. In 2022, 79% of drivers involved in drink-drive
collisions were male.
New 0% branding includes THINK! drink drive messaging on drip
mats and t-shirts worn by bar staff, to provide pub-goers with an
in the moment reminder to opt for a 0% drink before getting
behind the wheel.
Heineken's ‘Star Pubs' chain is rolling out new 0% branded
merchandise to 400 of its pubs from late November through to the
end of the year.
The Future of Roads Minister, , visited The Two Bridges
pub in London Bridge this week to pour a 0% pint, meeting with
HEINEKEN UK to discuss the importance of safe driving.
Future of Roads Minister, , said:
“Drink driving ruins lives, but even one or two drinks could
cause a young person to lose their licence - restricting their
freedom to work or meet up with friends.”
“This is a welcome campaign from THINK!, using everyday names to
remind drivers of 0.0% options before they buy a pint.”
Fuller's and Eisberg are also teaming up with Government to the
cause, incorporating the THINK! 0% badge into their own
influencer content, drink menus and social media channels. The
platform is also supported by Drinkaware and the British Beer and
Pub Association.
THINK! is also launching a new advertising campaign ‘Drink a
little, risk a lot', to remind drivers that even a couple of
drinks before driving could harm others or cause drivers to lose
their licence. The campaign features illustrations and animations
showing a driver's licence disappearing into a pint of beer, and
will run across social media, online video, radio, digital audio,
podcasts, billboards near to pubs and bars, and in-venue posters
and beermats.
THINK! is also teaming up with Trainline to support their Hop on
a Train campaign, encouraging Christmas revellers to leave the
car at home and book a train to ensure a safe journey home.
Jo Shiner, Chief Constable and lead on road safety the
National Police Chiefs' Council said: “Drink and drug
driving is responsible for many serious and fatal collisions
every year and it is completely avoidable.
“Policing will once again be undertaking a Christmas drink and
drug driving enforcement campaign, Op Limit, which brings
together all forces in a concerted focus to take action against
those undertaking this irresponsible and dangerous behaviour.
This education and enforcement activity works in tandem with the
new Think! campaign and I would underline the message that drink
and drug driving have consequences. You could lose your licence
but most starkly, you could cause the loss of your own or someone
else's life and that is absolutely not worth the risk.”
Lucy Straker, Campaigns Manager at road safety charity
Brake, said:"Drivers who drink-drive are not able to
assess their own impairment because alcohol creates a false sense
of confidence. This means that drivers are more inclined to take
risks and believe they are in control when they are not.
“Dangerous and irresponsible road use can have devastating
consequences, leading to injury and loss of life that sends
shockwaves through families, communities and schools. As a road
safety charity that supports families bereaved or injured in
crashes, we know that the impact is felt for many years to
come."
RAC road safety spokesperson Rod Dennis said:
“Our research shows young drivers are significantly more likely
to admit to drink-driving than other age groups, with casualty
figures similarly high, so we fully support THINK!'s latest
campaign. At the same time, we know how much young drivers value
the enormous freedom that comes from having access to a car, and
in many cases depend on it if they live outside a major city.
“Having the freedom to get behind the wheel taken away is
probably unthinkable to most people, but could well become a
reality for anyone who decides to drive after having a drink.
“Everyone responds to the effects of alcohol differently, so the
message to young drivers is clear – drinking a little risks a
lot, so it's best to steer clear altogether if you're the
designated driver.”
This Government is committed to saving lives on our roads, and
THINK! plays a vital role in improving young driver safety. This
year's speeding campaign resulted in more than 80% of the young
audience reporting to take action as a result of seeing it.
