Think! Summer Drink Driving campaign launched with new focus

The Department for Transport launched its 2008 'Think! Summer Drink Drive Campaign' on May 30th. The new phase of the campaign highlights that a drink driving endorsement remains on a driving license for 11 years with the strap line:

'11 years is a long time to have a drink drive conviction on your licence.
THINK! Don't drink and drive.'

The latest stage of the strategy launched in 2007 aims to continue to highlight the personal and legal consequences of drink driving, particularly to young men aged 17-29. Those key risks are highlighted as:

• being caught and breathalysed by the police
• 12 month driving ban
• criminal record
• hefty fine
• lifestyle changes (i.e. potential loss of job, relationships or car)

The new focus of the campaign aims to address recent research findings that young men's attitudes have changed though young men now believe that:

• a crash is unlikely after 1-2 drinks
• drink drive advertss showing a crash are aimed at drunk drivers (more than 3 pints), therefore they opt-out of those messages
• they're more likely to be over the limit and caught after 1-2 drinks
• the legal implications of drink driving such as imprisonment, a 12 month driving ban and a criminal record are much more shocking and compelling to them

The campaign will include in-pub advertising and will also be supported by a range of materials and posters that can be ordered directly, as well as cinema, radio and TV adverts. Local authorities are encouraged to consider supporting drink driving campaigns in the Local Alcohol Strategy Implementation toolkit launched earlier this year.