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! has launched Phase Two of Pint Block: our ongoing campaign encouraging young men to step in and stop a mate from drink driving.
Phase One featured six ‘Pint Block’ films showing mates using inventive and surreal ways to intervene, with the message that a mate doesn’t let a mate drink drive.
For Phase Two, we’ve worked with ten illustrators to bring 60 new Pint Blocks to life – one for each of the young drivers who, on average, is killed or seriously injured each month while found to be driving over the legal alcohol limit.
Our 60 illustrations range from simple ideas like distracting your mate to steal his pint, to more surreal Pint Blocks including hypnosis, zombie hands, and opening a black hole to swallow your mate’s drink!
The illustrations will be promoted with a strong focus on out-of-home advertising in sports club changing rooms, bars and pubs – all locations where our target audience spend time with their mates.
Illustrations will also be promoted on social media alongside our six Pint Block videos, aligned with culturally and seasonally relevant moments for our target audience.
You can access and download our 60 Pint Block illustrations here or repost the illustrations from our Instagram page . You can also see and download our six Pint Block films on this website.
Phase Two of the Pint Block campaign continues to form part of our ‘Always On’ communications approach, which targets young men via the moments and channels that are most relevant to them.
The target audience for our campaign is 17-24-year-old men, who continue to be heavily over-represented in drink drive-related collisions. Young men are also less likely than the wider population to perceive drink driving behaviour as risky or unacceptable.
View, download and share Pint Block illustrations
Male drivers aged 17-24 are over-represented in drink drive related accidents. They’re also less likely than the wider population to perceive drink driving behaviour as risky or unacceptable.
Our ‘Pint Block’ films encourage young men to intervene to stop a mate drinking before they drive. The films show mates using inventive and surreal ways to step in, with the message that a mate doesn’t let a mate drink drive.
Running on social media and online video, the campaign is part of our ongoing Mates Matter strategy – which looks to reduce risky driving behaviour by getting young men to have each other’s backs and challenge perceptions about what it means to be a good driver.
To watch the videos, click on the icons below.