Activate Pint Block!

THINK! has launched Phase Two of Pint Block: our ongoing campaign encouraging young men to step in and stop a mate from drink driving.

Phase One featured six ‘Pint Block’ films showing mates using inventive and surreal ways to intervene, with the message that a mate doesn’t let a mate drink drive.

For Phase Two, we’ve worked with ten illustrators to bring 60 new Pint Blocks to life – one for each of the young drivers who, on average, is killed or seriously injured each month while found to be driving over the legal alcohol limit.

Our 60 illustrations range from simple ideas like distracting your mate to steal his pint, to more surreal Pint Blocks including hypnosis, zombie hands, and opening a black hole to swallow your mate’s drink!

The illustrations will be promoted with a strong focus on out-of-home advertising in sports club changing rooms, bars and pubs – all locations where our target audience spend time with their mates.

Illustrations will also be promoted on social media alongside our six Pint Block videos, aligned with culturally and seasonally relevant moments for our target audience.

You can access and download our 60 Pint Block illustrations here or repost the illustrations from our Instagram page . You can also see and download our six Pint Block films on this website.

Phase Two of the Pint Block campaign continues to form part of our ‘Always On’ communications approach, which targets young men via the moments and channels that are most relevant to them.

The target audience for our campaign is 17-24-year-old men, who continue to be heavily over-represented in drink drive-related collisions. Young men are also less likely than the wider population to perceive drink driving behaviour as risky or unacceptable.

Activate Pint Block!

 

View, download and share Pint Block illustrations

The facts

  • It is not possible to say how much alcohol you can drink and stay below the limit. The way alcohol affects you depends on:
    • your weight, age, sex and metabolism (the rate your body uses energy)
    • the type and amount of alcohol you’re drinking
    • what you’ve eaten recently
    • your stress levels at the time
  • So if you’re driving, it’s better to have none for the road.
  • The Institute of Advanced Motorists calculate that a drink drive conviction could cost between £20,000 – £50,000 as a result of fines, solicitors fees, increase in the cost of car insurance, and losing a job.

The law

There are strict alcohol limits for UK drivers:

In England, Wales and Northern Ireland, the legal alcohol limit for drivers is:

  • 35 microgrammes of alcohol per 100 millilitres of breath
  • 80 milligrammes of alcohol in 100 millilitres of blood
  • 107 milligrammes of alcohol per 100 millilitres of urine

In Scotland (from 5 December 2014), the legal alcohol limit for drivers is lower at:

  • 22 microgrammes of alcohol per 100 millilitres of breath
  • 50 milligrammes of alcohol in 100 millilitres of blood
  • 67 milligrammes of alcohol per 100 millilitres of urine.

The consequences

There are strict penalties if you are convicted of drink driving, including:

  • a minimum 12 month driving ban
  • a criminal record
  • a hefty fine
  • up to 6 months in prison
  • an endorsement on your licence for 11 years

However, this list does not reflect the everyday consequences of being caught drink driving which can include:

  • increase in car insurance costs
  • job loss
  • trouble getting in to countries like the USA
  • the shame of having a criminal record
  • loss of independence