Peers Called Upon to Influence Their Friends
The latest drink driving campaign is targeting young men aged 17-34 years, and is calling upon peers to influence their friends not to drink and drive.
‘A mate doesn’t let a mate drink drive’ encourages young men to tell their mate that drink driving isn’t cool, in a non-preachy way.
The radio advert, Mates Matter, will run across a number of radio stations in England and Wales and on Spotify.
A film, which parodies the famous scene from the film Ghost, shows a mate embracing a drink driving friend while singing Unchained Melody and before taking his pint away. This, together with other social media content using the “ghost” action will be used around relevant cultural moments such as the Rugby 6 Nations, St Patrick’s day and over the Easter holidays.
The campaign will run until 31 March and campaign materials can be downloaded from the THINK! Asset Manager website.