Communications warning of the dangers of drink-driving form part of the Department's THINK! road safety campaign, which is investing some £3 million in anti drink-drive messages this financial year.
Our Christmas campaign launches in December. It has been carefully planned to ensure the advertising is placed on media channels throughout December that are popular with the prime target audience (young men aged 17-29) and which also target all adults. We shall use a range of communication activities, including:
TV and cinema advertising;
cinema ambient advertising;
radio advertising;
in-pub ambient advertising (washroom advertising and Pub TV advertising with interactive Bluetooth messages);
PR/press sponsorship;
online advertising.
A range of organisations associated with the drinking environment are also supporting the campaign by providing sponsorship.
The Association of Chief Police Officers has also agreed to support the campaign with an extended Christmas drink and drug driving enforcement campaign throughout December.