THINK! is relaunching its Mates for Life campaign, as it looks to continue to build understanding among young males about the dangers of drink driving.
Through a series of short films and other resources, the campaign shows 17 to 24 year-old male drivers that ‘a mate doesn’t let a mate drink drive’.
The films feature a young man encouraging his friend not to drink before getting in front of the wheel, by reminding him of the lifelong friendship and adventures they are yet to have.
Following the 2022 edition of the campaign, evaluation highlighted that 70% of those who saw it took action as a result, including intervening to stop a mate drink driving.
New for 2023, THINK! has produced ‘attention grabbing’ beermats and digital posters.
‘Listen for the red flags’ targets young men in the moment of risky behaviour to encourage intervention by asking them to listen out for justifications their friends may give for drinking before driving.
These resources will be shared on social media, with paid promotion running across Instagram, Snapchat. and Reddit.
To broaden the reach, THINK! has also re-partnered with the drinks company Diageo and in particular its Guinness brand – encouraging drivers to opt for the non-alcoholic alternative.
Campaign activity will once again drive the audience to Diageo’s ‘Wrong Side of the Road’ interactive online resource which helps people understand the consequences of drink driving by questioning convicted drink drivers.
The THINK! team is calling on road safety professionals to support the campaign by sharing the creatives and messages. A stakeholder toolkit containing asset links and post copy is available via the THINK! website.
04 December 2023