Pint Block 2021

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Pint Block 2021

Following an earlier run in summer and autumn, THINK! has launched a winter phase of its Pint Block campaign to shift attitudes and behaviours among young men towards drink driving.

Male drivers aged 17-24 are over-represented in drink drive related road casualties. They’re also less likely than the wider population to perceive drink driving as risky or unacceptable.

The campaign encourages mates to have each other’s backs with the message that ‘A mate doesn’t let a mate drink drive’.

New for winter, ‘Mates for Life’ is a short film which goes beyond the moment of a Pint Block to show a young man encouraging his friend not to drink and drive by reminding him of the lifelong friendship and adventures they’re yet to have.

The film will run across Facebook, Instagram, Snapchat, and Twitter, and online video in 20, 15, and 6 second lengths.

To help amplify our ‘Pint Block’ message, THINK! have partnered with drinks producer Diageo. THINK! paid media 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. Co-created festive Pint Block style content will also go out on Diageo’s branded social media channels.

Follow @THINKgovuk on Twitter to discover and share more content from the campaign.

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. In addition to ‘Mates for Life’, you can continue to download summer and autumn Pint Block content below, which includes short films and animations with tongue-in-cheek drink drive interventions by mates.

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.