Mates for Life 2022

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.

Activate Pint Block!

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.

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.

Activate Pint Block!

 

View, download and share Pint Block illustrations

Pint Block

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.

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.