Drink/Drug Driving

Don’t Put Drugs in the Driving Seat

Between 2014 and 2023, there was a 70% increase in deceased drivers where drugs were present. Young men are overrepresented, with around 90% of drivers impaired by drugs in collisions being male, and 4 in every 10 aged between 17 and 29.*  

Overconfidence and a tendency to underestimate the risks are widespread, with 32% of young men believing it is OK to drive after taking drugs if they ‘feel fine’, while 46% report knowing someone who drives after using drugs.  

To tackle this growing issue, THINK! are launching an impactful new campaign. ‘Don’t Put Drugs in the Driving Seat’ reminds young drivers of the risks and the spiral of consequences they can face if they choose to drug drive.  

The creative uses the driving seat as a constant setting, with a rotating camera effect revealing how one poor decision can lead to devastating consequences. The assets highlight the impact drug driving can have on your night, your life and your future, as well as the risk of injuring yourself or others – consequences that research shows resonate strongly with this audience.   

The campaign will be delivered through a broad range of high-impact channels to ensure national reach and resonance, using out of home advertising, social media, online video, and digital audio.  

To tap into contextually relevant moments, the campaign will also target drug driving ‘hotspots’ across England, aligning with police enforcement operations during the festive period.  

Drink A Little, Risk A lot

In 2022, an estimated 1,920 people were killed or seriously injured in collisions where drink driving was a factor. Young men are over-represented in drink drive casualties, yet are less likely than the general population to say that drink driving is risky.

To tackle this, the THINK! ‘Drink a little, risk a lot’ campaign highlights the consequences of even having one or two drinks before driving.

50% of young male drivers say they intend to be sensible but often get carried away when socialising, putting themselves at risk. The campaign challenges young male drivers’ perceptions around personal limits, by raising awareness that even a little bit of alcohol can put you and your 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 your freedom, social life, even your job, as well as the risk of injuring yourself or others, or worse – consequences that research shows resonate strongly with our audience.  

Targeted assets also highlight Police enforcement activity, reinforcing the risk of licence loss. 

The partner-led platform, THINK! 0%, continues to encourage drivers to always opt for 0% over an alcoholic drink if they’re getting behind the wheel.