Organisation: Department for Transport
Date uploaded: 19th December 2017
Date published/launched: December 2017
Launched on 7 December, the campaign runs until 1 January and targets young adults through a number of mediums including social media and radio.
As well as using their morning radio show to urge young adults to encourage their friends not to get behind the wheel after drinking, the pair of presenters will front videos for Kiss FM’s social media channels.
THINK! says the Kiss FM audience is almost a third more likely than the average person to enjoy a night out in a pub.
The campaign also includes a radio advert which will run in England and Wales, using the message “mates don’t let mates drink and drive”. The ad plays on the premise that friends will say anything to each other, except to stop them from drink driving.
THINK! has also teamed up with a number of partners including Arriva Buses, which is offering free bus journeys to either home or work the morning after a night out, and Budweiser, which is launching a new alcohol-free beer to coincide with the campaign.
Police forces across England and Wales are also carrying out enforcement as part of the traditional festive drink drive campaign coordinated by the National Police Chiefs’ Council.
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