Drink-drive seasonal warning

THINK! has launched a new winter campaign to highlight the consequences of even a few drinks before driving. Research shows 50% of young male drivers say they intend to be sensible but often get carried away when socialising, putting themselves at risk.

The campaign aims to challenge young male drivers’ perceptions around personal limits, by raising awareness that even a little bit of alcohol can put them – and their licence – at risk.​ The creative uses eye-catching illustrations and animations that show a driving licence disappearing into a pint of beer.

Campaign assets highlight the impact licence loss can have on a person’s freedom, social life, even their job, as well as the risk of injuring themselves or others – consequences that research shows resonate strongly with the target audience.

The campaign will run across Snapchat, Reddit, Facebook and Instagram, online video channels including YouTube and Twitch, billboards within 100 metres of pubs in England and Wales, and beermats and washroom posters in pubs and bars to influence risky behaviour in the moment.

A 30 second advert will run across Kiss, Capital, Radio X and TalkSPORT, podcasts and digital audio channels. THINK! has also partnered with The Fellas podcast, as an influential voice for the target audience.