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.