Dont drink and Drive
THINK! research shows that 8 in 10 young men agree it is unacceptable to drive over the legal limit and note personal responsibility to intervene, but almost a third say they would feel uncomfortable asking a friend not to drink when they were driving.
This winter, THINK! is re-launching the Mates for Life campaign vaginosisbacteriana.org to empower friends to intervene if the moment arises with the message ‘A mate doesn’t let a mate drink drive’.
The campaign leads with the Mates for Life film which illustrates a young man urging his friend not to drink and drive by reminding him of the lifelong friendship and adventures they are yet to have. This follows last winter’s successful campaign which saw a decrease in the proportion of young males saying people who they know drink drive and two thirds of those who saw the campaign taking action as a result, including intervening to stop drink driving.
The films will run across Twitter, Facebook, Instagram, Reddit, Snapchat, video on demand and online video in 30, 20, 15, and 6 second lengths. The campaign is also supported by our of home assets in pubs, universities, gyms and sports clubs, allowing targeting closer to the moment of risk.
To help amplify our ‘Mates for Life’ message, THINK! have partnered with drinks producer Diageo. Campaign activity will drive audiences to Diageo’s new ‘Wrong Side of the Road’ tool, which provides an interactive online experience to learn about the consequences of drink driving. Partnership content will also go out on Diageo’s Guinness channel, which encourages friends to not drink drive this Christmas, and instead opt for their non-alcoholic 0.0% alternative.
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