Drinking and making good decisions, like not driving home, don’t go hand in hand. And yet, too often friends don’t think they should make those decisions for their mates. 64% of people in the UK don’t think they need to intervene to stop a friend drink driving even though most feel that it is unacceptable, according to the UK Government’s research.
The problem is particularly prevalent among young men. According to the UK Government’s safe driving campaign, Think!, young men aged 17 – 24 are over-represented in drink driver accidents. 60 young drivers aged 17-24 are killed or injured each month in the UK while driving over the legal alcohol limit. Men in this age group are four times more likely to be killed or seriously injured on the road than older drivers.
VMLY&R and Think! have therefore launched a campaign calling on young men to Pint Block their mates. The campaign is made up of 60 humorous illustrations of ways to stop mates drink driving, created by young artists from across the country (one for each of the 60 young drivers killed or seriously injured every month through drink driving). It is running across social and online video, and messaging in pubs, bars and sports clubs. The message is that it’s cool to stop a friend from drinking if they plan to drive.
The campaign illustrations were shown off at an exclusive Think! pub takeover in Birmingham on February 18 where pub-goers were introduced to the concept of Pint Blocking in original ways, with zero alcohol drinks provided by Heineken.
Transport secretary, Grant Shapps, commented, “Those who drink drive put both themselves and others at risk. While there has been a long-term reduction in drink driving since 1979, we are determined to reduce this number even further.
“Our Think! Pint Block campaign is about empowering young men to step in and stop their mates drink driving, but it also carries a message for all of us that it’s important to intervene if someone we know is planning to drink and drive.”
The new campaign follows Think’s award-winning Mates Matter campaign, which triggered the biggest shift in more than a decade in young men’s attitudes towards drink-driving. Its partners include the County FA through its grassroots football clubs, Heineken Zero, Drinkaware and insurethebox, which specialises in black box insurance for young drivers.
Chief Creative Officer: Laurent Simon
Creative Director: Gavin Mcgrath
Creatives: Sophie Taylor, George Robb, Perle Arteta, Christopher Joyce, Matt Luke & Yama Noorzad
Senior Designer: Dominic Frain
Design Studio Manager: Grant Gillard
Animator: Irrum Khan
Strategists: Jonathan Ewles & Micha Levy
Business Director: Rebecca Bright
Account Director: Ellie Thomson
Event Producer: Alex Winterbotham
Senior Producer: Beth Dooley
Illustrators: Alasdair Spencer, Ben Armson, Joe Gamble, Joey Yu Inga Ziemele, Chester Holme, Tegan Price, Molly Fairhurst, Gaurab Thakali & Ceara Coleman
Artist Management: YCN
Production Company: Dirty Films
Director: Youth Hymns
DoP: Nic Booth
Executive Producers: Ben Parkin & Alex Bedford
Producer: Rosa Junkovic
Editing, Music & Sound Design: Youth Hymns
Colourist: Lewis Crossfield @ Time Based Arts
Director Of Communications: Suzanne Edmond
Deputy Director, Campaigns, Marketing & Digital At Department For Transport: Andy Ravan
Head Of Campaigns & Partnerships: Dawn Lauder
Head Of Marketing: Sarah Horn
Deputy Head Of Marketing: Laura Kane
Senior Marketing Team Leader: Rachel Smith
Campaign Managers: Neal Brown, Varun Narayanan & Ifé Amusan
Marketing And Digital Manager: Chris Underwood
Campaign Coordinator: Leena Khatun