The THINK! Christmas drink drive campaign builds on the strategic focus of the summer 2007 campaign - by setting out to convince all drivers, particularly young male drivers, that a drink drive conviction has the potential to ruin their life.
The campaign confronts young men with the bleak reality of getting caught drink driving – in a bid to persuade them to resist the temptation to have another pint and then drive.
It highlights the personal consequences of a drink drive conviction including a criminal record, loss of licence and potential lifestyle changes – for example the loss of a relationship, job or car.
The key message, ‘That pint could come between you and Christmas’, is used as the strapline in advertising materials. The different scenarios depicted in the ad focus on one or more of the consequences - and change, depending on the media used.
New creative has been developed for online, radio and poster advertising, while the 'Moment of Doubt' commercial that featured in the summer 2007 campaign will be used for TV, cinema and in-pub advertising, along with partnership marketing and PR.
THINK! is also running a targeted drug drive campaign this Christmas to specifically raise awareness of the dangers of drug driving among clubbers (primarily males aged 17-34 years). The activity includes club ambient advertising, and online advertising on clubbing and social networking websites.