‘Drink a Little, Risk a Lot’

The THINK! team has relaunched its ‘Drink a Little, Risk a Lot’ campaign to remind young riders that even a small amount of alcohol before jumping on your motorbike, scooter or moped can have serious consequences.

Following strong results from the winter 2024 campaign, and to align with a summer peak in drink-driving and riding casualties and national police enforcement activity, the campaign returns with updated creative and new assets including messaging on enforcement and targeting festival goers.

 Running until September 18, the campaign targets 17 - 24-year-old men, who are over-represented in drink-riding casualties. It continues to challenge perceptions around personal limits by raising awareness that even a little alcohol before riding can risk your licence, your freedom – and lives.

To back up the campaign there will be a host of ads running across social media, radio, digital audio, and out-of-home placements and via influencers on TikTok.

This year, the campaign team at THINK! will also be supporting police enforcement activity with tailored assets.

To make sure it reaches the widest possible audience, the campaign will also target those likely to travel to key festivals such as Boomtown, Creamfields, and Reading & Leeds. It will also deliver tailored messaging to 18-year-olds in the lead-up to A- Level results day later this month.

It’s a big attempt to get everyone to THINK! about drinking and riding this summer, so don’t get caught out by risking a little with a drink… it could end up costing you a lot.

Find out more...https://www.think.gov.uk/campaign/drink-a-little-risk-a-lot/