Drink-driving campaign launches as drivers admit to flouting the law

A new Government campaign is targeting young men, who are overrepresented in deaths and serious injuries involving drink-driving. 

The launch of the new ‘Think!’ campaign coincides with research showing that almost half (48%) of drivers admit to driving when they could be over the legal alcohol limit.

The research, commissioned by Tempcover, also found that many drivers have felt pressured to get behind the wheel or let someone else drive when they knew they were over the legal drink-driving limit.

Furthermore, the survey, which involved more than 2,000 British drivers, revealed that three-in-five respondents do not know, or are unsure of, the legal limit.

Jake Lambert, temporary car insurance expert at Tempcover, said: “Not only is drink-driving illegal and has serious legal consequences, but it can lead to dangerous situations on the road not only for those over the limit but also for other drivers.  

“There are always safer options to get home, and your safety, and others, should always come first.” 

Alcohol brands, including Heineken and Fuller’s, have joined the Government’s new Think! campaign to encourage young drivers to stick to 0% options this Christmas.

The campaign targets 17-24-year-old men, with Government research showing young men in particular often underestimate the risks of having a few drinks and are less likely to see drink driving as risky. 

In 2022, 79% of drivers involved in drink-drive collisions were male.

RAC road safety spokesperson, Rod Dennis, said: “Our research shows young drivers are significantly more likely to admit to drink-driving than other age groups, with casualty figures similarly high. 

“At the same time, we know how much young drivers value the enormous freedom that comes from having access to a car, and in many cases depend on it if they live outside a major city.

“Having the freedom to get behind the wheel taken away is probably unthinkable to most people but could well become a reality for anyone who decides to drive after having a drink.

“Everyone responds to the effects of alcohol differently, so the message to young drivers is clear – drinking a little risks a lot, so it’s best to steer clear altogether if you’re the designated driver.”

Future of roads minister, Lilian Greenwood, added: “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 from Think!.”

New 0% branding includes Think! drink-drive messaging on drip mats and t-shirts worn by bar staff, to provide pub-goers with an in the moment reminder to opt for a 0% drink before getting behind the wheel.

Think! is also launching a new advertising campaign ‘Drink a little, risk a lot’, to remind drivers that even a couple of drinks before driving could harm others or cause drivers to lose their licence. 

The campaign features illustrations and animations showing a driver’s licence disappearing into a pint of beer, and will run across social media, online video, radio, digital audio, podcasts, billboards near to pubs and bars, and in-venue posters and beermats.

Jo Shiner, chief constable and lead on road safety the National Police Chiefs’ Council, said: “Policing will once again be undertaking a Christmas drink- and drug-driving enforcement campaign, Op Limit, which brings together all forces in a concerted focus to take action against those undertaking this irresponsible and dangerous behaviour. 

“This education and enforcement activity works in tandem with the new Think! campaign and I would underline the message that drink- and drug-driving have consequences. 

“You could lose your licence but most starkly, you could cause the loss of your own or someone else’s life and that is absolutely not worth the risk.” 

Lucy Straker, campaigns manager at road safety charity Brake, added: “Drivers who drink-drive are not able to assess their own impairment because alcohol creates a false sense of confidence. 

“This means that drivers are more inclined to take risks and believe they are in control when they are not.

“Dangerous and irresponsible road use can have devastating consequences, leading to injury and loss of life that sends shockwaves through families, communities and schools.”