Mates for Life 2022

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Mates for Life 2022

THINK! research shows that 8 in 10 young men agree it is unacceptable to drive over the legal limit and note personal responsibility to intervene, but almost a third say they would feel uncomfortable asking a friend not to drink when they were driving.

This winter, THINK! is re-launching the Mates for Life campaign to empower friends to intervene if the moment arises with the message ‘A mate doesn’t let a mate drink drive’.

The campaign leads with the Mates for Life film which illustrates a young man urging his friend not to drink and drive by reminding him of the lifelong friendship and adventures they are yet to have. This follows last winter’s successful campaign which saw a decrease in the proportion of young males saying people who they know drink drive and two thirds of those who saw the campaign taking action as a result, including intervening to stop drink driving.

The films will run across Twitter, Facebook, Instagram, Reddit, Snapchat, video on demand and online video in 30, 20, 15, and 6 second lengths. The campaign is also supported by our of home assets in pubs, universities, gyms and sports clubs, allowing targeting closer to the moment of risk.

To help amplify our ‘Mates for Life’ message, THINK! have partnered with drinks producer Diageo. Campaign activity will drive audiences to Diageo’s new ‘Wrong Side of the Road’ tool, which provides an interactive online experience to learn about the consequences of drink driving. Partnership content will also go out on Diageo’s Guinness channel, which encourages friends to not drink drive this Christmas, and instead opt for their non-alcoholic 0.0% alternative.

Follow @THINKgovuk On Twitter, @THINKroadsafety on Facebook and @thinkdriver on Instagram to discover and share more content from the campaign or download at the links below.

Assets supplied are free to use for educational purposes, however if used in a paid-for capacity (particularly outside of the national campaign period) usage fees may apply.

To download any of the videos below,  select your chosen video, which will bring up the video player. Click on the ‘Vimeo’ logo in the bottom right of the video player and head to our Vimeo page, where you can download directly.

THINK! put your phone away

On 1 March 2017, the penalties for using a handheld phone while driving increased. At the time of campaign launch, more than 26k drivers have been issued 6 points on their licence, and 500 new drivers have lost their licence.

THINK! campaign results show that whilst awareness of the penalty increase improved among adult drivers in England & Wales, and the perception of danger and unacceptability of using a phone while driving remained high, one in six still admitted to doing it.

 This could be due to scepticism about getting caught (37% agree that the chance of getting caught is minimal) and individuals not worrying about the consequences of getting caught (48% worry about the impact of getting caught).

This campaign mark the one year anniversary of the penalty increase by highlighting to drivers that using your phone while driving has risk to life and risk to your licence.

The campaign included a re-run of the case study film ‘life without Zoë” to view this campaign material click here .

Pink Kittens

Our new road safety campaign has launched a new ad to drive home the amount of information that is missed by people when they’re looking at their phones.