National campaign targeting drug drivers is launched

THINK! has launched a new campaign reminding young drivers of the risks and the spiral of consequences they can face if they choose to drug drive.

Between 2014 and 2023, there was a 70% increase in deceased drivers where drugs were present. Young men are overrepresented, with around 90% of drivers impaired by drugs in collisions being male, and 40% aged between 17 and 29 years.

Overconfidence and a tendency to underestimate the risks are widespread, with 32% of young men believing it is OK to drive after taking drugs if they ‘feel fine’, while 46% report knowing someone who drives after using drugs.

To tackle this growing issue, THINK! are launching an impactful new campaign – ‘Don’t Put Drugs in the Driving Seat’.

The campaign creative uses the driving seat as a constant setting, with a rotating camera effect revealing how one poor decision can lead to devastating consequences.

The assets highlight the impact drug driving can have on a person’s night, life and future, as well as the risk of injuring themselves or others – consequences that research shows resonate strongly with this audience.