Government launches Christmas drink-driving campaign

The campaign, launched by road safety minister Mike Penning, will include radio advertising, posters in pub bathrooms, online search activity and targeted Facebook advertising to remind drivers of the personal consequences of a drink-drive conviction.

It is aimed at young men aged 17 to 29 and runs from 1 December to 1 January.

THINK! has also teamed up with Coca-Cola’s Designated Driver campaign to offer drivers across the country free soft drinks at venues this Christmas as part of the Driver Friendly campaign. Drivers will be able to find participating venues using the Coca-Cola ‘Pub Finder’ tool, either online or via smart phones.

Penning said: “The number of drink drive deaths has fallen by more than 75% since 1979, but drink driving is still devastating lives with around 250 people killed in collisions where a driver was over the limit last year.

“Our THINK! campaign makes it clear that drivers who get behind the wheel over the limit risk losing their licence as well as facing a fine and even a prison sentence.

“We are also teaming up with Coca-Cola and pub chains across the country to reward designated drivers as part of our Drive Friendly initiative, as well as reminding people of the consequences of getting a drink drive conviction.”

Coca-Cola Great Britain and Ireland general manager Jon Woods added: “The holiday period is coming around quickly and everyone is beginning to make their plans. With the majority of adults preparing to visit a pub or bar over the festive period we are proud to be partnering the Government’s THINK! Initiative to reward responsible drivers.”