Government launches new drink-drive campaign

The launch of the new ‘Think!’ campaign coincides with research showing that almost half (48%) of drivers admit to driving when they could be over the legal alcohol limit.

The research, commissioned by Tempcover, also found that many drivers have felt pressured to get behind the wheel or let someone else drive when they knew they were over the legal drink-driving limit.

Furthermore, the survey, which involved more than 2,000 British drivers, revealed that three in five respondents do not know, or are unsure of, the legal limit.

Jake Lambert, temporary car insurance expert at Tempcover, said: “Not only is drink-driving illegal and has serious legal consequences, but it can lead to dangerous situations on the road, not only for those over the limit but also for other drivers. There are always safer options to get home and your safety, and others, should always come first.”

Alcohol brands, including Heineken and Fuller’s, have joined the campaign to encourage young drivers to stick to 0% options this Christmas.

The campaign targets 17-24-year-old men, with Government research showing young men in particular often underestimate the risks of having a few drinks and are less likely to see drink driving as risky. In 2022, 79% of drivers involved in drink-drive collisions were male.

Jo Shiner, chief constable and lead on road safety the National Police Chiefs’ Council, said: “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. 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.”

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