THINK! 0% is our partner-led platform, bringing together alcohol brands, hospitality venues and transport providers. It makes alcohol-free choices more visible, acceptable and appealing for drivers. THINK! 0% reaches people in the moment when they make decisions to help them to build safer habits without missing out on good times.
Big cultural moments like the World Cup, Christmas and festivals bring people together: bigger crowds, longer nights, and more social drinking. But that also makes them higher-risk periods for drink driving, especially as alcohol related casualties already tend to rise over the summer and festive period.
We encourage partners to make the most of these cultural moments and use our assets to remind drivers to choose 0% if they’re getting behind the wheel. Or plan another way home if they’re drinking.
Please click the ‘Get this’ button below to download the latest edition of our partner toolkit including our 0% badge, posters, digital display and social assets.
Partnership approach
Since launching in 2024, THINK! 0% has grown into a nationally recognised partnership platform. It brings together leading brands including Diageo (Captain Morgan, Guinness), Peroni, Heineken, Eisberg and Fullers, as well as organisations like Trainline and OneFootball. These collaborations are united by a shared goal: to reduce drink driving, support responsible choices, and increase awareness of 0% options.
How THINK! 0% is changing attitudes
Our campaign tracking shows that partnership activity is helping drive measurable changes in both attitudes and intended behaviour among priority audiences, including a growing acceptance of alcohol-free choices when driving.
During the summer campaign period:
- The proportion of young male drivers who said they were very likely to choose a 0% alternative when driving increased from 31% to 42%
- Over 60% of the young male audience report to recognise the THINK 0% brand
- Trust remained above 80%, comparable to the wider THINK! brand.
Delivering mutual value
The partnership model aims to deliver mutual outcomes for road safety and for participating brands. For example:
- Activity with Captain Morgan delivered the highest recorded redemption rates for a 0% promotion within a major pub chain, alongside increased product uptake in participating venues.
Independent evaluation estimates that THINK! 0% partnership activity delivered to date is valued at over £1.35 million. This demonstrates the scale and efficiency that can be achieved through this collaborative approach.
What’s next for THINK! 0%?
With further partnership activity planned around key moments, including Christmas and festivals, THINK! will continue to build on this model in an always-on way. Sporting and cultural events present an opportunity to:
- Increase the visibility and availability of 0% options
- Reinforce the growing social norm that drivers choose not to drink alcohol
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Reach drivers in the moment, when they may be tempted to drink and drive.
- Encourage practical alternatives that help people get home safely
If you have an alternative idea for collaboration, or would like further information about the campaign, the THINK! team would love to hear from you. You can use the ‘Contact us’ button’ at the bottom of the page, or email thinkcampaign@dft.gov.uk
