New for winter 2024, THINK! 0%.

This is a brand new, partner-led platform aiming to encourage drivers to always opt for 0% over an alcoholic drink if they’re getting behind the wheel.

Ice and slice

THINK! has launched a new winter campaign highlighting the consequences of even a few drinks before driving.

Research shows 50% of young male drivers say they intend to be sensible but often get carried away when socialising, putting themselves at risk.

The campaign aims to challenge young male drivers’ perceptions around personal limits, by raising awareness that even a little bit of alcohol can put them – and their licence – at risk.​

Using eye-catching illustrations and animations showing a driving licence disappearing into a pint of beer, the campaign assets highlight the impact licence loss can have on a person’s freedom, social life, even their job, as well as the risk of injuring themselves or others – consequences that research shows resonate strongly with the target audience.

The mixer

The campaign will run across Snapchat, Reddit, Facebook and Instagram, online video channels including YouTube and Twitch, billboards within 100 metres of pubs in England and Wales, and beermats and washroom posters in pubs and bars to influence risky behaviour in the moment.

A 30 second advert will run across Kiss, Capital, Radio X and TalkSPORT, podcasts and digital audio channels. THINK! has also partnered with The Fellas podcast, as an influential voice for the target audience.

Sugar free

In collaboration with on—and off-trade organisations, THINK! 0% aims to create a new social norm among drivers.

The idea is to prompt them to THINK! 0% when in drinking environments, helping them set new, safer habits without missing out on good times.

Launched with the THINK! winter drink-driving campaign, it will extend past the campaign period to help foster an ongoing shift towards 0% options among drivers.

Join the party

THINK! is inviting you to join this long-term, industry-wide movement and work with them to highlight the positive solution that 0% products provide to the problem of drink-driving.

They have developed the THINK! 0% badge to speak to drivers at a crucial decision-making moment.

This is designed on partners’ marketing materials to highlight a safe drinking option to drivers and divert them away from risky behaviours.

Bringing the THINK! 0% to life comes via in-venue sampling and promotions, point-of-sale assets, 0% alcohol retail packaging, chalkboards, staff uniforms, menus, or social media assets.

Posts and social media assets are available to use on your channels to spread the campaign message.

Freebies

You can find more information, the toolkit and access to the resources here.

If you have an alternative idea for collaboration or would like further information about the campaign, THINK! team would love to hear from you.

You can email the team here.