THINK! team unveils festive drink drive campaign
The annual THINK! Christmas drink drive campaign, which launches on 1 December, will use a variety of communication activities to persuade young male drivers of the risks and consequences of drink driving - and to catch them at those all important drinking decision making moments.
The campaign has been planned to ensure that the advertising is placed on media channels that are popular with the prime target audience - but also target all adults.
Campaign activity will include TV, cinema, radio (a new enforcement radio ad is currently being developed), online, cinema ambient advertising, in pub ambient advertising, and PR/press sponsorships.
Solutions based drink drive messages - such as soft drinks and taxis - will be promoted to young male drivers at drinking decision making moments, through partnership marketing initiatives with pubs, off-licences, transport providers, football clubs and restaurants.
Key campaign dates include:
- TV campaign ('Crash' TV ad): 1-24 December
- Radio advertising (new enforcement ad): 1-31 December
- Cinema campaign ('Crash'): w/c 13 November, w/c 27 November and w/c 11 December
- Cinema ambient advertising: w/c 13 November - w/c 11 December
- In pub ambient advertising: Throughout December
- Press sponsorship: Throughout December
- Online advertising: Throughout December
For further information about the campaign log onto: www.thinkroadsafety.gov.uk. 
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