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The 2015 THINK! Christmas Drink Drive Campaign targets drivers who think it’s OK to have a couple of drinks before they get behind the wheel. The campaign was launched on the back of new research which shows that while half the population (51%) would not consider consuming any alcoholic drinks before driving, a ‘shocking’ one in 10 would consider having two or more drinks before they get behind the wheel. This increases to one in five (19%) among men aged 18-34 years.
The campaign targets those who do not recognise that even a small number of drinks before driving can be deadly. It urges everyone to THINK! before drinking and driving. New adverts highlight how a second drink can double the chance of being in a fatal collision.
Research shows that the majority of drivers in England and Wales are aware of the need to avoid drinking before driving, with 60% of those surveyed saying it is not okay to drink at all before driving. However, even though 93% of people don’t think it is right to drive after more than one drink, almost a fifth (18%) admit to having done so.
The Department for Transport-THINK! Team's Drink Drive Campaign won a Prince Michael International Road Safety Award for its successful use of social media.