| W.E.U Admin | Physical Health & Lifestyle
The Department for Transport’s THINK! strategy reminds all drivers of the personal consequences of drink driving. A conviction can ruin your life, from heavy fines to a criminal record.
Explore our Professional Drivers Think Drink Driving guidance for tailored advice.
About the Campaign
The ‘Consequences’ campaign for drink driving aims to:
- Increase awareness of the personal consequences of a conviction – fine, driving ban, criminal record.
- Reinforce social stigma around drink driving.
- Offer in-pub solutions to help drivers avoid the temptation to drink before driving.
This campaign targets drivers who have consumed 1–3 pints (not those who are severely intoxicated), especially young men aged 17–29. Research shows they:
- Believe they are unlikely to crash after a few drinks.
- See crash-focused ads as irrelevant to “casual” drink driving.
- Are more concerned about personal consequences than crash risk.
Campaign Messages
- THINK! Don’t drink and drive.
- Get caught drink driving and you’ll be processed like any other criminal. THINK!
- Up to £5,000 fine, a minimum 12-month driving ban, and a criminal record.
- How much will your next round cost you? THINK!
Read more on our Professional Drivers Think Drink Driving page for sector-specific tips.
Campaign Activity
In March–April, we ran a national radio campaign. PR and partner channels are used throughout the year, coordinated with the Association of Chief Police Officers’ summer and winter enforcement efforts.
View THINK! drink driving adverts
Campaign Resources
Support our messages with free posters, leaflets, and digital assets. Order via the THINK! online catalogue.
Working in Partnership
The Driver Friendly initiative (launched December 2009) improves the in-pub experience for designated drivers by providing promotional offers. Over six consecutive Christmases, we partnered with Coca-Cola to offer buy one, get one free on soft drinks in 8,000 venues nationwide.
Pubs can also display our free posters if they’re unable to run promotions.
THINK! partnership information
Results
We monitor attitudinal indicators to measure impact. Key performance indicators among male drivers under 30:
| Indicator | July 2007 (pre-campaign) | April 2014 |
|---|---|---|
| Acceptability of driving after 2 pints | 51% | 63% |
| Likelihood of being caught by police | 57% | 67% |
| Belief that a conviction changes lifestyle dramatically | 73% | 85% |
Useful Links
- THINK! drink driving research
- Drink drive: 30 years of communication (2012 IPA paper)
- Road Safety Observatory drink drive research
- Department for Transport North Review
workersofengland.co.uk | Independent Workers Trade Union
This Article is Tagged under:
Professional Drivers, WEU Campaign, Road Safety, THINK!
