Between 2014 and 2023, there was a 70% increase in deceased drivers where drugs were present. Young men are overrepresented, with around 90% of drivers impaired by drugs in collisions being male, and 4 in every 10 aged between 17 and 29.*
Overconfidence and a tendency to underestimate the risks are widespread, with 32% of young men believing it is OK to drive after taking drugs if they ‘feel fine’, while 46% report knowing someone who drives after using drugs.
To tackle this growing issue, THINK! are launching an impactful new campaign. ‘Don’t Put Drugs in the Driving Seat’ reminds young drivers of the risks and the spiral of consequences they can face if they choose to drug drive.
The creative uses the driving seat as a constant setting, with a rotating camera effect revealing how one poor decision can lead to devastating consequences. The assets highlight the impact drug driving can have on your night, your life and your future, as well as the risk of injuring yourself or others – consequences that research shows resonate strongly with this audience.
The campaign will be delivered through a broad range of high-impact channels to ensure national reach and resonance, using out of home advertising, social media, online video, and digital audio.
To tap into contextually relevant moments, the campaign will also target drug driving ‘hotspots’ across England, aligning with police enforcement operations during the festive period.
All assets are available for download and use by stakeholders for free organic use. For information on using the assets through paid media channels please contact ThinkCampaign@dft.gov.uk
To see our audience facing advice and information click here.
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*Analysis of STATS19 data for collisions with ‘impaired by drugs’ as a contributory factor, 2018-2022 data.
