Pint Block 2021

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! Restart Activity

THINK! has launched a new series of social films in response to easing of Covid-19 restrictions and high-risk young male drivers returning to busier roads

Supporting the Government’s Safer Transport Campaign, the activity reinforces key road safety messages on speeding, drink, and mobiles, prioritising those at highest risk on the road. Young males aged 17-24 are four times more likely to be killed or seriously injured compared to car drivers aged 25 and over. 

We’ve created 3 videos in collaboration with SPORTbible highlighting the importance of safe behaviours behind the wheel as young drivers return to the road. Building on the return of live sport and our audience beginning to get back on the road to meet up with friends, the videos feature legendary football commentator Jonathan Pearce.

To accompany these videos we have created a series of bitesize films tackling mobile phone distraction, speeding and drink driving targeting our priority audience, with activity running on channels including Snapchat, Instagram Stories and a Twitter sports partnership.  

View and download the campaign films


Take Extra Care

THINK! is supporting a campaign from Road Safety Great Britain encouraging all road users to help reduce the strain on the emergency services during the coronavirus pandemic by taking extra care when making essential journeys.

The pressure being placed on the NHS due to the coronavirus pandemic is well known.

While early evidence suggests measures to delay the spread of the virus are reducing the number of vehicles on the road, some still need to use the roads for essential journeys such as getting to work and for food shopping.

An average of 70 people per day were seriously injured (25,511) in 2018 – all of whom would have required hospital treatment.

To reduce the number of road casualties during these unprecedented times, Road Safety GB is reminding all road users to do everything they can to avoid collisions and casualties, including:

• Always drive at a legal and appropriate speed

• Always wear a seat belt

• Never drive under the influence of alcohol or drugs

• Never use a mobile phone while driving

• Only use the roads for essential travel

The campaign materials can be viewed or downloaded below.


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.

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.


Drink driving

The facts

  • Drink driving is illegal and puts lives at risk.
  • It is not possible to say how much alcohol you can drink and stay below the limit. The way alcohol affects you depends on:
    • your weight, age, sex and metabolism (the rate your body uses energy)
    • the type and amount of alcohol you’re drinking
    • what you’ve eaten recently
    • your stress levels at the time
  • So if you’re driving, it’s better to have none for the road.
  • The Institute of Advanced Motorists calculate that a drink drive conviction could cost up to £70,00 as a result of fines, solicitors fees, increase in the cost of car insurance, and losing a job.

The law

There are strict alcohol limits for UK drivers:

In England, Wales and Northern Ireland, the legal alcohol limit for drivers is:

  • 35 microgrammes of alcohol per 100 millilitres of breath
  • 80 milligrammes of alcohol in 100 millilitres of blood
  • 107 milligrammes of alcohol per 100 millilitres of urine

In Scotland (from 5 December 2014), the legal alcohol limit for drivers is lower at:

  • 22 microgrammes of alcohol per 100 millilitres of breath
  • 50 milligrammes of alcohol in 100 millilitres of blood
  • 67 milligrammes of alcohol per 100 millilitres of urine.

The consequences

There are strict penalties if you are convicted of drink driving, including:

  • a minimum 12 month driving ban
  • a criminal record
  • a hefty fine
  • up to 6 months in prison
  • an endorsement on your licence for 11 years

However, this list does not reflect the everyday consequences of being caught drink driving which can include:

  • increase in car insurance costs
  • job loss
  • trouble getting in to countries like the USA
  • the shame of having a criminal record
  • loss of independence

Cabbie night out

We teamed up with part-time relationship counsellor and Uber driver Dr. Ofore, and LADbible to create this film.

Mates matter

Our campaign is calling on friends to do what they do best – look out for each other.

We’re specifically calling for mates to intervene and stop their mates when they are tempted to drink driving.

Young men are heavily over-represented in drink drive related accidents. In 2016, 280 young men aged 16-24 were killed or seriously injured due to drink driving in Great Britain.

Christmas drink drive campaign uses friends’ influence to help save lives

Christmas campaign works with Kiss FM to get people encouraging their friends not to drink and drive.

Tell your friends not to drink drive this festive period – says latest THINK! campaign starting today (7 December 2017).

For this year’s campaign, which runs to January 1 (2018), THINK! has teamed up with Kiss FM duo Rickie and Melvin, who will be urging young adults to encourage their friends not to get behind the wheel after drinking.

The radio presenters will also front videos for Kiss FM’s social media channels, with its audience almost a third more likely than the average person to enjoy a night out in a pub.

A further radio advert, which will run in England and Wales, uses the message “mates don’t let mates drink and drive”, playing on the fact friends will say anything to each other, except to stop them from drink driving.

Road Safety Minister Jesse Norman said:

Driving even while below the legal limit is becoming increasingly socially unacceptable, with more and more people choosing to turn down drinking any alcohol when they plan to drive. But even so there are still some drivers who are willing to take the risk.

Friends, colleagues and family members can positively influence those around them. So we are calling on them to stop potential drink drivers from getting behind the wheel and risking tragedy this Christmas.

Rickie Haywood Williams said:

We feel we owe it to our audience to share such an important message. Me and Melv grew up together, we look out for each other and we want to spread the word to our listeners to do the same.

Melvin Odoom continued:

Rickie will always be there for me on a night out and vice versa. Drink driving awareness is something that needs to be out in front at all times. The campaign is designed to shine a light on the issue and we want to help us much as we can to stop people making the wrong decision.

Police forces across England and Wales are also taking part in enforcement action throughout December and on January 1.

National Police Chiefs’ Council Lead for Roads Policing, Chief Constable Anthony Bangham said:

Every year police forces deal with cases of drink or drug driving that directly result in families facing Christmas without loves ones. Even a small amount of alcohol or drugs in your system can affect your ability to drive safely – don’t let your friends and family pay the price.

Police forces are running targeted operations across the country to enforce the law on drink and drug driving: you can face an unlimited fine, disqualification for driving, and a long prison sentence.

In October, it was the 50th anniversary of the breathalyser test. Last December (2016), 89,138 motorists were tested and 5,869 were found to be over the drink drive limit.

In England last year, more than half of car drivers who were involved in a crash and failed a breath test were aged up to 34.

THINK! has also teamed up with a number of partners including Arriva Buses, which is offering free bus journeys to either home or work the morning after a night out, and Budweiser, which is launching a new alcohol-free beer to coincide with the campaign.

LADbible will also be creating videos for its social media channel.

The Maritime and Coastguard Agency is also promoting its cold water shock film, which delivers a hard-hitting message designed to make people think twice before entering the water. Coastguard statistics reveal that on average around 50 people die of alcohol-related drowning around the coast of the UK each year. Of these, a significant percentage are young men who end up in the water as they make their way home.

Network Rail, British Transport Police and Rail Safety Standards Board will also be launching an alcohol awareness campaign next week reminding the public to “keep a clear head” when they are around the railway. The organisations will also be targeting Christmas revellers at the busiest railway stations as well as in pubs and clubs located near railways stations and level crossings.

Emoji campaign

Our emoji road safety campaign uses emojis to raises awareness about the dangers of drink driving, drug driving, not wearing a seat belt and using a mobile phone when driving.