A new government campaign is targeting young men, who are over-represented among deaths and serious injuries linked to drink driving.

The launch of the new “Think!” » The campaign coincides with research showing that almost half (48%) of drivers admit to driving when they could be over the legal alcohol limit.

The study, commissioned by Tempcover, also found that many drivers felt pressured to take the wheel or let someone else drive despite knowing their journey was over. the legal drink-driving limit.

Additionally, the survey, of more than 2,000 UK drivers, found that three in five respondents do not know or are unsure of the legal limit.

Jake Lambert, temporary car insurance expert at Tempcover, said: “Not only drunk driving illegal and carries serious legal consequences, but it can lead to dangerous situations on the road, not only for those who exceed the limit, but also for other drivers.

“There are always safer options for getting home, and your safety and the safety of others should always come first. »

Alcohol brands including Heineken and Fuller’s have joined the new Think! campaign to encourage young drivers to stick to 0% options this Christmas.

The campaign targets men aged 17 to 24. Government research shows that young men, in particular, often underestimate the risks of having a few drinks of alcohol and are less likely to view drink driving as a risk.

In 2022, 79% of drivers involved in drink-driving crashes were men.

RAC road safety spokesperson Rod Dennis said: “Our research shows that young drivers are much more likely to admit to drink driving than other age groups, with an equally high number of victims.

“At the same time, we know how much young drivers value the enormous freedom that access to a car provides and, in many cases, depend on it if they live outside of a major city.

“Being deprived of the freedom to drive is probably unthinkable for most people, but could well become a reality for anyone who decides to drive after having a drink.

“Everyone reacts differently to the effects of alcohol, so the message to young drivers is clear: drinking a little carries a lot of risk, so it’s best to avoid it altogether if you are the designated driver.”

Future Roads Minister Lilian Greenwood added: “Drink driving ruins lives, but even one or two drinks could cause a young person to lose their license, restricting their freedom to work or meet people. friends.

“This is a welcome campaign from Think! »

The new 0% brand includes Think! drink-driving messages on drip mats and t-shirts worn by bar staff, to instantly remind pub-goers to opt for a 0% drink before getting behind the wheel.

Think! is also launching a new “Drink a Little, Risk a Lot” advertising campaign to remind drivers that even a few drinks before driving can harm others or cause them to lose their license.

The campaign includes illustrations and animations showing a driving license disappearing into a pint of beer and will run across social media, online video, radio, digital audio, podcasts, nearby billboards pubs and bars, as well as on-site posters and coasters.

Jo Shiner, Chief Constable and Head of Road Safety at the National Police Chiefs’ Council, said: “Police will once again undertake a Christmas campaign to combat drink driving and drugs, Op Limit , which brings together all forces with a concerted goal to take action against those who engage in this irresponsible and dangerous behavior.

“This education and application activity works in tandem with the new Think! campaign and I would like to emphasize the message that drunk driving and drugs have consequences.

“You could lose your license, but more importantly, you could lose your life or someone else’s life, and that’s absolutely not worth it. »

Lucy Straker, head of campaigns at road safety charity Brake, added: “Drink drivers are unable to assess their own abilities as alcohol creates a false sense of self-esteem. of trust.

“This means drivers are more likely to take risks and believe they are in control when they are not.

“Dangerous and irresponsible road use can have devastating consequences, leading to injuries and loss of life that send shockwaves through families, communities and schools. »