ONLY 53% of 17 to 30-year-old men believe that it is ‘very risky’ to drive when over the legal alcohol limit – implying that 47% still believe drink-driving is not really a high risk behaviour.
Against that background, the government’s official road safety initiative THINK! is returning for the festive season, with the support of drinks industry giant Diageo. The digital campaign will once again call on people to stop friends from drinking alcohol if they are planning to drive.
Between 28th November and 31st December, campaign material will appear on Guinness and Captain Morgan social channels, including a series of short films that will be redistributed across social and digital platforms to remind young people that ‘a mate doesn’t let a mate drink drive’. These video assets be available via Diageo One for operators to use across their own social channels.
The campaign will also direct viewers to a landing page on the THINK! website featuring ‘Wrong Side of the Road’ – Diageo’s virtual learning experience which allows individuals to have a conversation with a real drink driver to help understand the consequences of drink driving.
Diageo has restated its long-standing commitment to tackling the harmful use of alcohol as well as providing people with high-quality non-alcoholic drinks options, offering consumers with more choice during more occasions.
This latest initiative is part of Diageo’s latest pledge to change the attitudes towards drink driving of five million drivers by 2030, as announced in the company’s ten-year sustainability action plan, Society 2030: Spirit of Progress.
