THINK! festive drink drive campaign utilises social media to target young men
The 2016 THINK! Christmas drink drive campaign launches today (1 Dec), specifically targeting young males on the back of figures which show they account for almost two thirds (62%) of drink drivers killed on roads across the country.
The campaign will set out to target young men through Facebook, Twitter and Spotify - with 5.4m British males aged 25-34 years on Facebook alone, the highest single demographic.
A new advert will be posted on Twitter or Facebook everyday throughout December playing on the concept of FOMO, ‘fear of missing out’. The adverts aim to make it clear to young men that they have plenty to live for the following day, which they may not see if they choose to have a second drink.
Research carried out for the DfT suggests that 20% of young men have had two or more drinks before driving and an additional 11% say they have considered it – with a third of adults telling researchers they felt it wouldn’t impact on their driving.
However, the DfT points to research from the National Institute for Health and Care Excellence (NICE) which shows a second drink doubles a driver’s chances of being involved in a fatality.
Andrew Jones, road safety minister, said: “Drink driving destroys families and ruins lives, yet some reckless drivers continue to take the risk and get behind the wheel after drinking – particularly young men.
“Deaths from drink driving have fallen significantly over the last 30 years, but it is still responsible for the deaths of five people every week.
“This Christmas we are specifically targeting the biggest perpetrators of this devastating crime – young men, but our message to everyone remains the same: don’t drink and drive.”
The campaign will run on THINK!’s Facebook and Twitter channels from 1st – 31st December, to support drink and drug drive enforcement activity by police forces across the UK.
Chief constable Suzette Davenport, roads policing lead for the National Police Chiefs’ Council (NPCC), said: “Police officers on patrols over the Christmas and New Year period will be specifically targeting people driving under the influence of drugs or alcohol. We will also be doing roadside testing, so we can make instant arrests.
"Our message is very simple and very clear – you are breaking the law, you are risking your life and the lives of those around you and the consequences of doing so will plague you for the rest of your life."
New website includes members’ portal and info on training courses etc
Apply for Corporate Membership of Road Safety GB
Road Safety campaigns, research, data and help forum
NRSC 2017 | Manchester | 14-15.11.17
Click here to watch the presentations
YDF 2018 | RAC Club, London | 25.4.18
For more info and to register to attend click here...
AROUND THE WEB
Could a hacker hijack your connected car?
BBC News looks at whether a rise in ‘over the air’ software updates means the risk of hacker hijack is also increasing.
History of road safety, The Highway Code and the driving test
Updated following changes to the practical driving test in December 2017, this DfT blog looks at the history of road safety, The Highway Code and the driving test.
THINK! ‘pink kittens’ mobile phone advert
Click here to subscribe for weekly news alert