The THINK! campaign is relaunching its ‘Mates for Life’ campaign.

It aims to rebuild understanding among young males about the dangers of drink driving. This comes after recent studies appear to show younger drivers are less aware or and, abiding by, drink drive laws.

Forgotten facts

A series of short films and other resources show 17 to 24 year-old male drivers preventing their mates from driving after drinking.

As a result of the 2021 edition of the campaign, two thirds of those who saw it took action as a result. This included intervening to stop a friend drink driving according to research.

THINK! believes that the pandemic and the isolation of lockdowns has had a detrimental effect on driver attitudes. Young male drivers increasingly believe that driving over the legal alcohol limit is risky has decreased. Alongside the huge fall in visible policing of the roads, the deterrent of being caught for drink driving has also had a negative influence on drink drivers.


The ‘Mates for Life’ rerun is intended to rebuild understanding of the risks of drink driving, the law and the importance of joint responsibility amongst fellow drinkers.

Research by THINK! shows that 8 in 10 young men agree it is unacceptable to drive over the legal limit and note personal responsibility to intervene. However, nearly a third say they would feel uncomfortable asking a friend not to drink when they were driving.



Being social

The films will run across Twitter, Facebook, Instagram, Reddit, Snapchat, video on demand and online video in 30, 20, 15, and 6 second lengths. The campaign is also supported by pubs, universities, gyms and sports clubs, allowing targeting closer to the moment of risk.

There is also a partnership with drinks producer Diageo. Campaign activity will drive audiences to Diageo’s new ‘Wrong Side of the Road’ tool. This provides an interactive online experience to learn about the consequences of drink driving.

Think drink, think drive

There are various length videos that you can use, either in your websites, emails or social media to ex and current pupils. The are free to use and can be found here.