The festive season is here – lights are twinkling, carols are playing, and pubs are buzzing. It’s a time for celebration, but let’s talk about something serious: drink-driving. Before you roll your eyes and think, not another lecture, stick with us. Because this year, the message is simple: “Drink a little, risk a lot.” And frankly, the stakes couldn’t be higher.
The UK government’s road safety initiative, THINK!, has teamed up with big hitters like Heineken and Fuller’s to launch its annual drink-driving awareness campaign. Their aim? To make sure everyone – especially young men (looking at you, lads aged 17 to 24) – gets home safely this Christmas.
Why This Matters
Let’s get real. In 2022, 79% of drivers involved in drink-drive collisions were male. That’s a scary stat, and young men are disproportionately represented. Research shows that many don’t fully grasp the risks of having “just a couple of drinks” and getting behind the wheel. Spoiler alert: it’s not worth it.
The THINK! Campaign
This year’s campaign is all about keeping it zero – 0% drinks for 100% safety. Partnering with household names like Heineken, THINK! is bringing its message straight to the heart of the action: pubs and bars.
- 0% branding everywhere: Think branded t-shirts on bar staff, beer mats, and pub equipment, all reminding you to make the right choice.
- Heineken’s Star Pubs: Rolling out THINK! merchandise across 400 pubs to give drinkers a clear (and tasty) alternative.
- Advertising blitz: From social media to billboards, this year’s message is impossible to miss – your licence (and maybe your life) could disappear into that pint.
What the Experts Say
Lilian Greenwood, the Future of Roads Minister, didn’t mince her words:
“Drink-driving ruins lives. Even one or two drinks could cost a young person their licence – or worse. Campaigns like THINK! remind everyone that 0% drinks are the smarter, safer option.”
James Crampton from Heineken UK chimed in:
“Heineken 0.0 is the perfect alternative when you’re driving. You can still join the round, but stay safe for yourself, your passengers, and everyone else on the road.”
And here’s the kicker from Brake, the road safety charity:
“Drivers who drink are often the worst judges of their own impairment. It’s not just about the law – it’s about lives. Don’t risk it.”
Alex James, Managing Director of NE Driving Solutions shared his thoughts:
“The driving standards are bad enough at the moment in our local area without adding alcohol into it. Don’t be put in the position of ‘Should I just have one more?’ If you’re planning to drink, leave the car at home. If you’re driving, stick to soft drinks or 0% options—it’s simply not worth the risk.”
Why It’s Not Worth the Risk
Let’s spell it out:
Best-case scenario: You lose your licence.
Worst-case scenario: Someone loses their life.
Even a small amount of alcohol can affect your ability to drive safely. Reaction times slow, judgement gets fuzzy, and confidence grows in all the wrong places. That’s a dangerous combo on the road.
Take the Train, Not the Risk
This year, THINK! is also teaming up with Trainline to make sure Christmas revellers know there’s a safer way home. Their Hop on a Train campaign is all about leaving the car at home and letting someone else do the driving. Because honestly, isn’t a festive train ride part of the charm?
The message is clear: if you’re drinking, don’t drive. It’s not about spoiling your fun – it’s about making sure everyone gets to celebrate next Christmas, too. So, whether it’s Heineken 0%, an alcohol-free wine, or just a good old-fashioned orange juice, raise your glass to making smart choices this festive season.
Stay safe, stay sober, and have a very merry Christmas – no car keys required.
