Think! Christmas drink-drive campaign targets young men
The Government's Think! Christmas drink-drive campaign will specifically target young men, after figures revealed they account for nearly two thirds of drink drivers killed on UK roads.
According to Fleet News, the campaign will target young men on Spotify and social sites such as Facebook and Twitter. As many as 5.4 million UK males aged between 25 and 34 use Facebook.
Throughout December, a new advert will be posted on Twitter or Facebook every day. The adverts will play on the concept of FOMO ('fear of missing out').
Discussing the issue, road safety minister, Andrew Jones, said: "Drink driving destroys families and ruins lives, yet some reckless drivers continue to take the risk and get behind the wheel after drinking – particularly young men who account for almost two thirds of drink drivers killed on our roads."
"This Christmas we are specifically targeting the biggest perpetrators of this devastating crime – young men, but our message to everyone remains the same: don't drink and drive," Jones added.
While deaths from drink driving have decreased significantly over the last 30 years, it is still responsible for the deaths of five people every week.
The Department for Transport's research revealed a fifth (20%) of young men have had two or more drinks before getting behind the wheel, while another 11% admitted they had considered it.
It seems motorists are falsely confident about how drink affects their driving, with a third of adults telling researchers they felt their driving wouldn't be impacted by drinking.
However, research from the National Institute for Health and Care Excellence (NICE) found a driver's chances of being involved in a fatality doubled after a second drink.
Do you think the campaign will act as an effective deterrent?
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