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Festive drink drive campaign targets young males

The 2005 THINK! Christmas drink drive campaign will launch nationally on Thursday 1 December and regionally from Friday 2 December. The campaign will target young men by informing them about the dangers and consequences of drink driving.

The campaign will include TV, cinema and radio advertising, partnership marketing and PR activity. It will also be supported by a police enforcement campaign.

The Crash TV ad - which shows that one or two drinks can slow reactions and cause a crash - will air nationally for just over two weeks during December. A new radio ad will encourage young men to police their own drinking before the police do it for them - and will warn them that if they drink drive this Christmas they will be caught. The ad will air nationally for four weeks across the festive period.

A number of key brand partners will continue to support the campaign by delivering messages to an audience of potential drink drivers at crucial decision-making moments. Three types of partners are being approached to target drivers at the different stages of the drink drive journey:

•  Those who can access drivers prior to the night out.

•  Those closest to the point of alcohol consumption.

•  Those who can provide a solution.

Drink drive materials highlighting that you can't calculate your alcohol limit are also available for RSOs. These materials can be ordered from the THINK! catalogue.

For more information about the campaign log on to http://www.thinkroadsafety.gov.uk, or contact Nikki Edwards , nikki.edwards@dft.gsi.gov.uk.

www.larsoa.org.uk