With statistics revealing that 62% of drink drivers killed on the UK’s roads are young men, the annual THINK! campaign hopes to get this year’s message across by taking to social media.
Adverts will run on Facebook, Twitter and Spotify everyday throughout December. Research shows that these particular social media sites are popular with men aged between 25 and 34 (Facebook alone has an audience of 5.4 million) and the government hopes to capture its targeted demographic using this new approach for THINK!
Double the Risk
The government’s decision also follows the admission that a fifth of all young men in the UK have driven after drinking two alcoholic drinks. Research conducted by the National Institute for Health and Care Excellence (NICE) shows that consuming a second alcoholic drink doubles the risk of a driver’s involvement in a fatal road accident.
Launching the campaign, Road Safety Minister, Andrew Jones, said: “We have some of the safest roads in the world and deaths from drink driving have fallen significantly over the last 30 years, but it is still responsible for the deaths of 5 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 new advert will focus of the ‘Fear of Missing Out’ (FOMO), highlighting to young men that there is plenty to live for the following day.
Do keep any eye out for these adverts popping up in your news feed. We will share one over on our Facebook and Twitter accounts so do keep checking back.
Story via Department for Transport