A new campaign by THINK!, a road safety initiative, is urging drivers to drink 0% beer during the Christmas period.
The government-run project has partnered with Heineken to promote an alcohol-free beer in a bid to reduce drink driving incidents over the festive period.
THINK! 0% partnerships
THINK! is working to shift attitudes around drinking and driving this Christmas, in a bid to save more lives.
They’re working with well-known alcohol and pub brands, including Heineken and Fuller’s, to promote safe driving inside pubs and bars, hopefully lowering the amount of drink driving incidents during the Christmas holidays.
The campaign is targeted towards men aged between 17 and 24 as they account for the highest percentage of deaths and injuries caused by drinking and driving collisions. Statistics reveal that in 2022, 79% of drivers involved in drink driving collisions were male.
The new 0% promotion from THINK! will be branded onto merchandise, pub equipment, and bar staff clothing to remind punters of the 0% alcohol beverages there are available.
Heineken 0.0
The THINK! campaign will be seen in Heineken’s ‘Star Pubs’ where the new 0% branded merchandise will be seen in 400 locations.
The Future of Roads Minister, Lilian Greenwood welcomes the campaign from THINK! having visited The Two Bridges pub in London Bridge.
“Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence – restricting their freedom to work or meet up with friends,” Ms Greenwood said.
“This is a welcome campaign from THINK!, using everyday names to remind drivers of 0% options before they buy a pint.”
James Crampton, Corporate Affairs Director at HEINEKEN UK, said: “When you are driving, Heineken 0.0 is the ideal alternative to your alcoholic drink. People can still be part of the round, with a pint or bottle in hand, and importantly be safe to drive – for themselves, their passengers, and other road users.
“We are delighted to partner with THINK! and use the power of our brand to bring the message to millions more pub-goers to make them stop and think that when you drive, never drink.”
Other partners – Fuller’s & Eisberg
Fuller’s, a premium pub and hotel chain, has also joined the THINK! campaign alongside Eisberg, an alcohol-free wine producer.
Both companies will be incorporating the 0% badge into their own influencer content, drinks menus, and social media channels to help spread the message.
The platform is also supported by Drinkaware and the British Beer and Pub Association.
Drink a Little. Risk a Lot.
Alongside the 0% alcohol push, THINK! is also running a campaign called, ‘Drink a Little. Risk a Lot.’
This is to remind drivers that even a couple of drinks before driving home can harm themselves and others – leading to a criminal conviction and a loss of driving licence.
The campaign includes illustrations and animations that show a driver’s licence disappearing into a pint of beer. This campaign will run across online video, digital audio, podcasts, billboards close to pubs and bars, and in-venue posts and beer mats.
Jo Shiner, Chief Constable and lead on road safety at the National Police Chiefs’ Council said: “Drink and drug driving is responsible for many serious and fatal collisions every year and it is completely avoidable.
“Policing will once again be undertaking a Christmas drink and drug driving enforcement campaign, Op Limit, which brings together all forces in a concerted focus to take action against those undertaking this irresponsible and dangerous behaviour.
“This education and enforcement activity works in tandem with the new THINK! campaign and I would underline the message that drink and drug driving have consequences.”
Shiner added,” You could lose your licence but most starkly, you could cause the loss of your own or someone else’s life and that is absolutely not worth the risk.”
Contact drink driving solicitors
If you have been pulled out by the police and been charged with a drink driving offence, you require defence from a qualified solicitor.
Contact us today to speak to our team of experienced drink driving solicitors. We’ll take a look at your case and provide guidance bespoke to your case.
.png)