Government THINK! campaign partners with breweries to tackle drink driving this Christmas
Major alcohol brands, including Heineken and Fuller’s, have joined forces with the Government’s THINK! campaign to push for safer driving decisions this festive season. The initiative aims to encourage young drivers to opt for alcohol-free options when out celebrating.
The campaign, launched today, will see THINK! collaborate with pub chains and household drink brands to spread its message directly inside pubs and bars. It targets 17-24-year-old men, who are disproportionately involved in drink-driving incidents. Government data highlights that in 2022, 79% of drivers involved in drink-drive collisions were male, with young men being less likely to view drink driving as a serious risk.
To reinforce this message, new 0% branding will feature prominently in pubs, with THINK! slogans appearing on drip mats and bar staff uniforms. Heineken is rolling out the initiative across 400 of its Star Pubs venues, while Fuller’s and Eisberg are incorporating THINK! messaging into their menus, influencer content, and social media campaigns.
The campaign is backed by Drinkaware and the British Beer and Pub Association. Lilian Greenwood, the Future of Roads Minister, highlighted the importance of the initiative during a visit to The Two Bridges pub in London Bridge, where she poured a 0% pint and met with Heineken UK representatives to discuss road safety.
In parallel, THINK! is launching a new ad campaign, “Drink a Little, Risk a Lot,” to underline the dangers of drinking even small amounts before driving. The adverts, featuring animations of driving licences vanishing into pints, will appear on social media, radio, podcasts, and outdoor spaces near pubs and bars.
THINK! is also partnering with Trainline to promote their Hop on a Train initiative, encouraging Christmas partygoers to leave their cars at home and book train journeys instead.
Future of Roads Minister, Lilian Greenwood, said: “Drink driving ruins lives, but even one or two drinks could cause a young person to lose their licence - restricting their freedom to work or meet up with friends.
“This is a welcome campaign from THINK!, using everyday names to remind drivers of 0.0% options before they buy a pint.”
Jo Shiner, Chief Constable and lead on road safety the National Police Chiefs’ Council said:“Drink and drug driving is responsible for many serious and fatal collisions every year and it is completely avoidable.
“Policing will once again be undertaking a Christmas drink and drug driving enforcement campaign, Op Limit, which brings together all forces in a concerted focus to take action against those undertaking this irresponsible and dangerous behaviour. This education and enforcement activity works in tandem with the new Think! campaign and I would underline the message that drink and drug driving have consequences. You could lose your licence but most starkly, you could cause the loss of your own or someone else’s life and that is absolutely not worth the risk.”
Lucy Straker, Campaigns Manager at road safety charity Brake, said: "Drivers who drink-drive are not able to assess their own impairment because alcohol creates a false sense of confidence. This means that drivers are more inclined to take risks and believe they are in control when they are not.
“Dangerous and irresponsible road use can have devastating consequences, leading to injury and loss of life that sends shockwaves through families, communities and schools. As a road safety charity that supports families bereaved or injured in crashes, we know that the impact is felt for many years to come."
