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Royal Award for Think drink driving campaigns

3 December 2013

 For 30 years, road casualties caused by drink driving have fallen dramatically with 2011 recording the lowest number of fatalities (230) since records began in 1979.

Three decades of drink drive campaigns have contributed to this and THINK! continues to target young men aged 17-29 (who are consistently over represented in drink drive casualties and convictions) to seek continued reductions in drink drive casualties, while also supporting ACPO’s enforcement campaign. In recognition of this outstanding achievement Think has received a Prince Michael International Road Safety Award.

Despite running for over thirty years, the THINK! drink drive campaign continues to evolve, looking for innovative ways to communicate with our target audience in the most effective and efficient way possible.
The most recent drink drive campaign activity continued to focus on the consequences of a drink drive conviction and utilised a range of communications channels to tightly target our core audience of young men aged 17-29 at salient moments - this included providing regular reminders close to the point of decision at key times of the day. 

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