posted 1 year ago

THINK! Drink Drive Campaign Targets Young Men Via Social Media

THINK! Campaign exploits new, relatable, mediums to target the young men most likely to be killed via drink driving.

Facebook, Twitter and Spotify

The THINK! Christmas Drink Drive Campaign 2016 primarily targets young men as they account for the majority of drink related fatalities in the UK. Furthermore, it sends its safety message through modern, digital, media as 5.4 million men age 25 to 34 are on Facebook alone. The Campaign relies on Twitter and Spotify, too. 

Young men account for 62% of the drink drivers killed, The Department for Transport revealed. Furthermore, 20% admit having consumed 2 or more drinks before taking to the road despite – according to the National Institute for Health and Care Excellence – the second doubling the chance of a fatal collision. In addition:

  • 11% of young men have “considered” consuming a second drink before driving,
  • a third of adults believe a second drink has no impact on their driving.

Government perspective

Road Safety Minister Andrew Jones explained: “Drink driving destroys families and ruins lives, yet some reckless drivers continue to take the risk and get behind the wheel after drinking – particularly young men.”

He added: “We have some of the safest roads in the world and deaths from drink driving have fallen significantly over the last 30 years, but it is still responsible for the deaths of 5 people every week.”

“This Christmas we are specifically targeting the biggest perpetrators of this devastating crime – young men, but our message to everyone remains the same: don’t drink and drive”, he confirmed. 

How THINK! Campaign 2016 works

The Campaign features a new advert per day from December 1st to 31st to be released on social media. The premise is “fear of missing out”. Each explains that young men “have plenty to live for the following day” - a day they might not see if they drink then drive. 

Safety Charity's perspective

IAM RoadSmart is a safety charity and provides driver tuition. Chief Executive, Sarah Sillar OBE, said: “Younger drivers and especially young males are at the highest risk on the road in general, and it is worrying to see just how high this proportion is in drink drive deaths and serious injuries.”

“Through the work we do with offenders, the most common feedback we receive is 'I simply didn’t realise', particularly when it comes to the risk of still being over the limit the next day”, she revealed.

“This clearly demonstrates the need for education, especially for high-risk groups. Our advice is, always make it none for the road this Christmas, but if you’re going to have a drink know your limits.”