Organisation: Department for Transport
Date uploaded: 30th January 2012
Date published/launched: December 2011
The £660k 2011 campaign included radio advertising, posters in pub washrooms, online search activity and targeted Facebook advertising to remind drivers of the personal consequences of a drink drive conviction.
THINK! also teamed up with Coca-Cola’s Designated Driver campaign to offer drivers across the country free soft drinks at venues during the Christmas period.
The THINK! campaign has had a long-standing partnership with the on-trade and soft drinks industry. In December 2009 this was developed into the ‘Driver Friendly’ campaign which aims to support the designated driver through the provision of promotional offers and ‘rewards’, linked to the purchase of soft drinks, on their night out. Coca-Cola was the lead Driver Friendly partner for Christmas 2011.
The campaign was aimed at young men aged 17 – 29, who are consistently over-represented in drink drive casualty figures.
The campaign ran from 1 December 2011 to 1 January 2012.
For more information contact:
Jonathan Mogford, campaign manager
T: 020 7944 4338