The Department for Transport (DfT) has partnered with police forces to help curb drink and drug driving over the holiday period.
For the first time in 10 years, the Government has also launched new adverts as part of the THINK! drug driving campaign, collaborating with the police to run the ads online and out of home to target drug driving ‘hotspots' across England and Wales via the use of police data.
The new campaign is aimed at young male drivers, a demographic that remains disproportionately represented in drug-related road casualties. According to recent data, around 90% of drivers impaired by drugs in collisions are male, with 4 in 10 aged between 17 and 30.
Local transport minister, Lilian Greenwood, has met with Sussex Police chief constable, Jo Shiner, to take part in their seasonal crackdown on offenders as part of ongoing collaboration between government, police forces and local partners to tackle dangerous driving behaviours.
Ms Greenwood said: ‘This festive season, we're working with police and well-known brands including Captain Morgan, Peroni and Heineken to remind drivers to make the right choice – and stick to non-alcoholic drinks – to make our roads safer for themselves and others.'
Designed to highlight alcohol-free options for drivers, the Captain Morgan 0.0% x THINK! 0% ‘Captain of the Night' campaign spotlights these options, with drivers being offered a free Captain Morgan 0.0% and cola in selected Stonegate pubs nationwide.
Ms Shiner, National Police Chiefs' Council lead for roads policing, said: ‘Driving under the influence of drink or drugs is selfish and incredibly dangerous, putting the lives of your passengers, other road users and yourself at risk. We're pleased to be partnering with THINK! On their new campaign which is highly impactful and coordinates with our enhanced enforcement of drink and drug driving offences over the December period through Operation Limit.
‘The message is simple: do not get behind the wheel if you have been drinking or taking drugs. Make the right decision and together, we will save lives.'
Ian Smith, corporate relations director at Diageo GB, added: ‘Diageo is committed to supporting safe and responsible choices, particularly at a time of year when the risks on our roads increase. Captain Morgan 0.0's partnership with THINK! highlights our continued focus on not only providing people with great-tasting alcohol-free alternatives, but also showcases a clear message that if you are driving, 0.0% is the correct choice for everyone's safety.'
