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Think!: Mates For Life
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The Department for Transport today announces its new campaign for THINK! The new work aims to help stop drink-driving ahead of the holiday season and shift perceptions on the consequences of drink-driving. Mates for Life, created by brand and customer experience agency VMLY&R, extends from the highly impactful Pint Block campaign which showed the humorous and surprising ways young people can intervene and stop drink-driving. The new campaign evolves this even further to demonstrate why it's so important to step in. The Christmas and New Year period is one of the most dangerous times of year for drink driving collisions, but what’s more, risk perception of drink-driving has dropped by over ten percentage points for 17-24-year-old male drivers compared to last year.In the first campaign since VMLY&R retained the government account earlier this year, the Department for Transport aims to combat the shift in risk perception and encourage mates to intervene if a friend is about to drink before driving. The campaign highlights the endless opportunities a life-long friendship can bring, something that is worth protecting.
Senior Marketing Team Leader, THINK!: Rachel Smith Related |
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