Famous alcohol and pub brands, including Heineken and Fuller’s, have this week joined the government’s new Think! campaign, to encourage young drivers to stick to 0% options this Christmas.
The campaign targets 17 to 24-year-old men, who are overrepresented in deaths and serious injuries involving drink-driving. Think! research shows young men in particular often underestimate the risks of having a few drinks, and are less likely to see drink-driving as risky.
Future of Roads minister, Lilian Greenwood, said: “Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence – restricting their freedom to work or meet up with friends. This is a welcome campaign using everyday names to remind drivers of 0% options before they buy a pint.”
Think! is also launching a new advertising campaign to remind drivers that even a couple of drinks before driving could harm others or cause drivers to lose their licence.
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