Home Menu Search

THINK! drink drive Christmas campaign results

14 April 2016

The Government campaign, ButAlive, launched in December 2015, focussed on the danger of drinking a second drink before driving.

Research with the target audience (males 18-34) showed that they are often confused by the limit and instead set their own perceived safe limit of 'a couple’ of drinks. Often they do not see their behaviour as drink driving. Therefore, this campaign message ‘a second drink could double your chance of a fatal collision, THINK!’ aimed to specifically address the behaviour of our target audience.

The results are as follows:

  • There were statistically significant shifts in the perceived safety of drinking one and two drinks before driving and unacceptability of driving after two drinks.
  • There was a 6 percentage point increase in strong disagreement that it’s safe to driveafter one drink. Perceived prevalence and acceptability of driving after one drink remained stable.

An area that was less positive was with ‘risky drivers’ (those who claim to drink two or more drinks before driving). Whilst post-campaign, they were more likely to agree that 2 drinks could put you over the limit, they didn’t necessarily consider this to be more dangerous. This is unsurprising as their attitudes and behaviour are more entrenched so it is unlikely that they will be influenced with one burst of activity. The

The hope is that their attitude will change over time and that they will be influenced by the wider social unacceptability of drinking two drinks before driving.

Key results from the pre and post campaign survey.

Full set of results.





Related news, events and information

Vehicle Checks campaign

3 April 2017 – This new Highways England campaign is around the issue of “not checking your car before long journeys”. This...

Drink-drive crashes increased dramatically in 2016

8 February 2018 – The number of people killed or injured through drink-drive crashes in England increased dramatically in 2016,...

How to really change driver behaviour with telematics

12 February 2019 – The combination of telematics data and a behavioural risk profile will give an in-depth understanding of the...

2018 CIECA General Assembly and Congress

12 April 2018 – The 50th CIECA General Assembly and Congress will take place in Belfast, Northern Ireland, on Wednesday 30th...

THINK! Christmas Drink Drive Campaign

30 November 2018 – This Christmas the THINK! campaign wants to encourage young men to step in when their mate is tempted to drink...