The THINK! summer 2008 drink drive campaign will carry the message that a drink drive endorsement will remain on your licence for 11 years.
The strapline used in the advertising materials is: ‘11 years is a long time to have a drink drive conviction on your licence. THINK! don’t drink and drive.’
New creative for radio and in-pub advertising have been developed as part of the campaign. The creative emphasises how long 11 years is by illustrating what could have been done in that time, through a series of everyday facts to appeal to the target audience, particularly young men.
This message forms part of the ‘personal consequences’ strategy that was launched in July 2007 and will continue throughout 2008.
The campaign aims to convince all drivers, with a particular focus on young male drivers aged 17-29 years, that a drink drive conviction has the potential to ruin their life by highlighting the legal and personal consequences.
The current leaflet and posters are still relevant for the summer campaign and can be viewed and ordered directly from the THINK catalogue
Campaign timings are:
TV advertising: 2-30 June (all channels)
Cinema advertising: w/c 6 June, w/c 20 June
Radio advertising: 2-22 June
In-pub advertising in male washrooms and on beer mats: 16 June - 10 August
Partnership marketing: June - August