Drink a Little, risk a Lot.

Format: Poster

Drink a Little, risk a Lot.

In 2022, an estimated 1,920 people were killed or seriously injured in collisions where drink driving was a factor. Young men are over-represented in drink drive casualties, yet are less likely than the general population to say that drink driving is risky.

To tackle this, the THINK! ‘Drink a little, risk a lot’ campaign highlights the consequences of even a few drinks before driving.

50% of young male drivers say they intend to be sensible but often get carried away when socialising, putting themselves at risk. The campaign challenges young male drivers’ perceptions around personal limits, by raising awareness that even a little bit of alcohol can put you and your licence at risk.

The creative uses eye-catching illustrations and animations that show a driving licence disappearing into a pint of beer. Campaign assets highlight the impact licence loss can have on your freedom, social life, even your job, as well as the risk of injuring yourself or others, or worse – consequences that research shows resonate strongly with our audience.  

To tap into contextually relevant drinking moments, bespoke assets target key festivals across England — including Boomtown, Creamfields, Reading and Leeds.  Targeted assets also highlight Police enforcement activity, reinforcing the risk of licence loss. 

The partner-led platform, THINK! 0%, continues to encourage drivers to always opt for 0% over an alcoholic drink if they’re getting behind the wheel.

Assets are available to download below and are free for organic use. For information on using the assets through paid media channels please contact ThinkCampaign@dft.gov.uk

Follow the campaign on X, Facebook and Instagram to discover more and share.

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 .

Vehicle safety checks

Young lady checking engine oil level on car

Most breakdowns are avoidable and simple vehicle checks can help you have a safer journey. Check your tyres, fuel, oil and water.

Highways England recommend carrying out a few quick and easy checks to ensure you and your vehicle are safely equipped to drive – the advice below includes details of what to check.

Advice on what to check

You and your journey

  • Make sure you are well rested and are not under the influence of alcohol or drugs.
  • Plan your route before leaving, and identify opportunities for you to take a break if necessary during your journey.
  • You can check the latest traffic conditions from Traffic England.

Tyre tread

  • The legal minimum tread depth for car tyres in the UK is 1.6mm. Driving without the legally required amount of tread can adversely affect your grip, braking distance and steering.
  • If you are stopped by the police and found with illegal tyres, you could receive a £2,500 fine and 3 penalty points per tyre.

Tyre pressure

  • Driving with underinflated or overinflated tyres can adversely affect your braking distance, steering, fuel efficiency and the lifetime of your tyres.

Fuel level

  • In 2015, there were more than 7,000 breakdown incidents due to vehicles running out of fuel.
  • Always keep your tank at least one-quarter full to avoid running out on your journey.
  • You can be issued a Fixed Penalty Notice in some locations if your breakdown was foreseeable, such as running out of fuel.

Oil level

  • Maintaining the correct oil level is essential as the oil lubricates, cleans, cools and protects the moving parts of your engine, preventing your engine from seizing up and breaking down.

Water level

  • To ensure you have good visibility, always keep your screen wash topped up so you can clear any debris or dirt off your windscreen.

Lights

  • Your lights are not only essential for you, they are also essential for other drivers to understand how you are driving your vehicle and how you intend to manoeuvre.

Breaking down

Knowing what to do in an emergency or a breakdown is the key to keeping yourself and others safe.

If your vehicle appears to have problems or is damaged and you’re on a motorway, always try to exit at a service station or the next junction.

If that’s not possible, you should follow these steps:

  • Pull into an emergency area. These are regularly spaced along the motorway and are marked with blue signs featuring an orange SOS telephone symbol.
  • If you can’t get to the SOS telephone in an emergency area but have a mobile phone with you, call our customer contact centre on 0300 123 5000. Why not save this number in your phone, so it’s available when you need it.
  • If you can’t get to the hard shoulder or an emergency area but your vehicle can be driven, move it as close as possible to the nearside (left hand) verge or other nearside boundary or slip road and put on your hazard lights.
  • If you feel you can exit safely with any occupants, consider exiting your vehicle via the nearside (left hand) door and get away from the road. Keep clear of your vehicle and moving traffic at all times. For example, if your vehicle gets hit, you’re out of the way.
  • Switch on your hazard warning lights and any other lights such as rear fog lights or side lights, to increase your visibility especially if it’s dark or foggy. Do not put out a warning triangle.
  • Contact your breakdown recovery service. All motorists should be able to make their own recovery arrangements in the event of a breakdown. We advise you to carry details of your provider with you.

If it’s not possible to exit your vehicle safely, there’s no safe place to wait, or you feel your life is in danger, put your hazard warning lights on and stay in your vehicle with your seat belt on. If you have a mobile phone dial ‘999’ immediately.

Concentrate on the road

Our Concentrate on the road campaign was designed to highlight how distracting looking at a mobile phone is when driving.

Motorcycling

THINK!’s motorcycling strategy aims to create empathy between car drivers and motorcyclists. It also raises awareness about the steps that both parties can take to avoid crashes.

Drivers are encouraged to notice motorcyclists on the road by thinking more about the person riding the motorcycle.

Motorcyclists are encouraged to take steps to manage and reduce their own personal risk by wearing appropriate safety gear and taking up further training.

The never too good campaign sees world Superbike Rider, Chaz Davies, joined comedian Alan Davies and eight regular riders to undertake further training to improve their riding skills on the road and prove you’re never too good to learn something new.

The ‘Didn’t See’ radio adverts remind drivers to take longer to look for bikes at junctions.

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.

A breathalyser for drugs

Our drug driving campaign informs road users that driving whilst taking medicines that impair driving ability is illegal.