Tell your friends not to drink and drive this festive period; that’s the message from the UK Government Department for Transport’s latest THINK! campaign.
For this year’s campaign, which runs from now until January 1, 2018, THINK! has teamed up with radio station Kiss FM’s presenting 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”. It highlights the fact that friends will say anything to each other, except to stop them from drink driving.
“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,” said Road Safety Minister Jesse Norman. “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.”
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.