Famous alcohol and pub brands, including Heineken and Fuller’s, have joined a new campaign to encourage young drivers to stick to 0% options this Christmas.

THINK! – which forms part of the Government’s road safety work - is collaborating with household alcohol brands and pub chains to promote the safe driving message inside pubs and bars.

Research shows that 17 to 24-year-old men are overrepresented in deaths and serious injuries involving drink-driving. The latest 0% campaign is aimed at young men who often underestimate the risks of having a few drinks.

Drink-drive messaging will be placed on pub equipment and t-shirts worn by bar staff to provide pub-goers with an in-the-moment-reminder to opt for a 0% drink before getting behind the wheel.

The Future of Roads Minister, Lilian Greenwood, said: “Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence – restricting their freedom to work or meet up with friends.

“This is a welcome campaign from THINK! using everyday names to remind drivers of 0% options before they buy a pint.”

Premium pub and hotel chain Fuller’s and alcohol-free wine producer Eisberg are teaming up with government, incorporating the THINK! 0% badge into their own influencer content, drink menus and social media channels. The platform is also supported by Drinkaware and the British Beer and Pub Association. 

THINK! is launching a new advertising campaign ‘Drink a Little. Risk a Lot’, as well as teaming up with Trainline to support their Hop on a Train campaign, encouraging Christmas revellers to leave the car at home and book a train to ensure a safe journey home.

Jo Shiner, Chief Constable and lead on road safety the National Police Chiefs’ Council said: “Drink and drug driving is responsible for many serious and fatal collisions every year and it is completely avoidable. 

“Policing will once again be undertaking a Christmas drink and drug driving enforcement campaign, Op Limit, which brings together all forces in a concerted focus to take action against those undertaking this irresponsible and dangerous behaviour.

This education and enforcement activity works in tandem with the new THINK! campaign and I would underline the message that drink and drug driving have consequences.

"You could lose your licence but most starkly, you could cause the loss of your own or someone else’s life and that is absolutely not worth the risk.”