The THINK! Christmas drink drive campaign will launch nationally on 1 December 2006. The campaign will use a variety of communication activities to persuade young male drivers (17-29 years) of the risks and consequences of drink driving and to catch them at those all important drinking decision making moments.
The current campaign has been carefully planned to ensure that the advertising is placed on media channels (TV, radio etc.) that are popular with the prime target audience (young men aged 17-29) and which also target all adults.
The campaign uses a range of communication activities including TV, cinema, radio (a new enforcement radio ad is currently being developed), online, cinema ambient advertising, in pub ambient advertising, and PR/press sponsorships.
The THINK! Christmas drink drive publicity campaign dates include:
- TV campaign ('Crash' TV ad) - Friday 1 December - Sunday 24 December.
- Radio advertising (new enforcement ad) - Friday 1 December - Sunday 31 December.
- Cinema campaign ('Crash') - w/c 13 November, w/c 27 November and w/c 11 December.
- Cinema ambient advertising - w/c 13 November - w/c 11 December.
- In pub ambient advertising - throughout December.
- Press sponsorship - throughout December.
- Online advertising - throughout December.
To reinforce and extend the THINK! Christmas drink drive message, the campaign will again be supported by a wide range of organisations including pubs, bars and retailers. They will help to deliver drink drive messages to an audience of potential drink drivers at crucial decision making moments. A full list of partners supporting the campaign this Christmas will be published here shortly.
Drink Drive posters and leaflets are available to order for Christmas highlighting that you can't calculate your alcohol limit. The materials can be ordered directly from the THINK! catalogue. There are no new posters planned for Christmas 2006.
When will you have
had too much?
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You can't calculate
your alcohol limit.
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- Primarily 17-29 year old males (drink drivers, not drunk drivers).
- To increase awareness of the dangers of having a couple of drinks and driving.
- To educate drivers that they can't calculate their alcohol limit.
- To shake driver's confidence about their own 'rule of thumb' of what's safe to drink and drive.
- To get drivers to think about the consequences of being caught.
- Don't Drink and Drive.
- It takes less than you might think to become a drink driver.
- You can't calculate your alcohol limit.
- Watch out for those dangerous - 'Fancy a Quick One!' moments.
- On average 3,000 people are killed or seriously injured each year in drink drive collisions.
- Nearly one in six of all deaths on the road involved drivers who are over the legal alcohol limit.
- Drinking and driving occurs across a wide range of age groups but particularly among young men aged 17-29 in both casualties and positive breath tests following a collision. The Government's most recent drink drive campaigns aims to target this group.
- The latest provisional figures from 2005, show that some 560 people were killed in crashes in which a driver was over the legal limit, 2,100 were seriously injured and 12,740 were slightly injured.
- And if you think you won't get caught, more than half a million breath tests are carried out each year and on average 100,000 are found to be positive.
- The legal limit in the UK is 80 milligrammes of alcohol in 100 millilitres of blood. However, any amount of alcohol affects your ability to drive safely. The effects can include:
- slower reactions
- increased stopping distance
- poorer judgement of speed and distance
- reduced field of vision
- Alcohol also tends to make you feel over-confident and more likely to take risks when driving, which increases the danger to all road users, including yourself.
- There is no failsafe guide as to how to stay under the legal alcohol limit or how much you can drink and still drive safely. It depends on:
- your weight, sex, age, metabolism
- stress levels
- an empty stomach
- the amount and type of alcohol
- The only safe option is not to drink if you plan to drive. Never offer a drink to someone else who is driving.
- If you've been out drinking you may still be affected by alcohol the next day. You may feel OK, but you may still be unfit to drive or over the legal alcohol limit.
- You could still lose your licence if you drive the next day when you're still over the legal alcohol level.
- It's impossible to get rid of alcohol any faster. A shower, a cup of coffee or other ways of 'sobering up' will not help. It just takes time.
- Driving or attempting to drive whilst above the legal limit or unfit through drink carries a maximum penalty of 6 months' imprisonment, a fine of up to £5,000 and a minimum 12 months driving ban.
- An endorsement for a drink-driving offence remains on a driving licence for 11 years, so it is 11 years before a convicted driver will have a "clean" licence again.
- Being in charge of a vehicle whilst over the legal limit or unfit through drink could result in 3 months' imprisonment plus a fine of up to £2,500 and a driving ban.
- The penalty for refusing to provide a specimen of breath, blood or urine for analysis is a maximum 6 months' imprisonment, up to £5000 fine and a driving ban of at least 12 months.
- Causing death by careless driving when under the influence of drink or drugs carries a maximum penalty of 14 years in prison, a minimum 2 year driving ban and a requirement to pass an extended driving test before the offender is able to drive legally again.
The THINK! drink drive TV ad 'Crash' was launched in June 2004 warning that it takes less than you might think for your driving to be impaired by drinking alcohol. The 30 second tv ad shows three guys meeting up after work for a quiet drink. One of the guys gets in a second round, and our 'hero', tries to decline because he is driving but quickly gives in - 'After all it's only two'. The ad dramatises that exact moment of decision making and shows the consequences of that second drink. The ad also addresses the idea that you become a drink driver in the pub, not on the road.
The drink drive TV ad was filmed entirely in a pub over two days in early June 2004 using quickly cut camera shots, stunts and state of the art editing. Using stunt people, a car reaching speeds of between 10mph - 20mph was used inside the pub to create the crash scene and capture the crash's impact. A pub table was then transposed over the moving image of the car to create the dramatic scene.
For the most up-to-date information on the THINK! drink drive campaign please continue to log onto the THINK! website. Alternatively, please contact Nick Farquhar at nick.farquhar@dft.gsi.gov.uk.
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