THINK! 0% is our partner-led platform, working with alcohol brands and the hospitality sector, to prompt drivers to THINK! 0% when in drinking environments and help them to set new, safer habits without missing out on good times.
Big sporting moments like the World Cup 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.
We’re encouraging partners to make the most of this cultural moment 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 our FOOTBALL SPECIAL EDITION partner toolkit including our 0% badge, posters, digital display and social assets.
Partnership approach
Since launching in 2024, THINK! 0% has continued to grow, with partnerships including Diageo (Captain Morgan, Guinness), Peroni, Heineken, Eisberg and Fullers, as well as organisations like Trainline. These collaborations are united by a shared goal: to reduce drink driving, support responsible choices, and increase awareness of 0% options.
Behaviour change impact
Our campaign tracking shows that this approach is contributing to meaningful shifts in attitudes and intended behaviour among priority audiences, including a growing acceptance of alcohol-free options.
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%.
Delivering mutual value
The partnership model is designed 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, demonstrating the scale and efficiency that can be achieved through this collaborative approach.
Looking ahead
With further partnership activity planned around key moments, including the World Cup, Christmas and New Year, THINK! will continue to build on this model.
Sporting and cultural events present an opportunity to:
- Increase the visibility of 0% options in social settings
- Reinforce positive norms around not drinking and driving
- Reach audiences at times of increased risk
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
