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 led to 7 in 10 young men taking action as a result of seeing our content, including stopping a friend drinking before driving.
Our films are running across Instagram, Snapchat, and Reddit with paid promotion. We are supporting these with new paid out of home assets to target our audience closer to the moment of risk. These new beermats and digital posters encourage young men to intervene by listening out for justifications their friends may give for drinking before driving.
THINK! is once again joining forces with drinks producer Diageo to continue promoting our drink driving campaign messages through Guinness. This year will see THINK! support an exciting initiative from Guinness 0.0% and Greene King pubs to help designated drivers get everyone home safely. At over 470 participating pubs across the country, drivers will be able to show their car keys at the till and get a free Guinness 0.0% to enjoy an alcohol-free option with their mates. You can learn more about this opportunity on the Guinness website.
Their campaign activity will also 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.
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