The ‘Think!’ campaign is targeting young men, with Department for Transport (DfT) statistics showing around 90% of drivers impaired by drugs in collisions are male and four in every 10 are aged between 17 and 30.
Teaming up with police enforcement operations, new adverts running online will target drug driving ‘hotspots’ across England and Wales using police data.
Local transport minister, Lilian Greenwood, said: “Drug-driving destroys lives. To tackle this crucial issue, Think! are reminding drivers of the dangers and the devastating consequences that come from getting behind the wheel under the influence of drugs.
“This innovative campaign sends a clear message: don’t put drugs in the driving seat. We’re determined to tackle this growing issue as part of our upcoming road safety strategy, which will set out how we make our roads safer for everyone.”
With the tagline, “Don’t put drugs in the driving seat”, the new campaign video is shot entirely from the driver’s seat with a dynamic rotating camera.
The film shows how one reckless choice can spiral into devastating consequences – a car collision, police station visit, facing the judge in court and ultimately ending up behind bars.
National Police Chiefs’ Council lead for Operation Limit, Chief Superintendent Marc Clothier, said: “Drug-driving is incredibly dangerous and puts the lives of your passengers, other road users and yourself at risk. Police officers across the country are stepping up proactive and intelligence-led stops on our roads so rest assured, if you drive under the influence of drugs or drink, we will catch you.”
