The Department for Transport’s THINK! initiative has relaunched its national drink-driving awareness campaign for summer 2025, specifically targeting young male drivers amid seasonal enforcement peaks and heightened road safety concerns.
Running from 24 July to 18 September 2025, the campaign — titled “Drink a Little, Risk a Lot” — is designed to address the increased rate of killed and seriously injured (KSI) casualties related to alcohol-impaired driving during summer months.
The campaign continues its focus on 17–24-year-old men, who are statistically overrepresented in drink-driving collisions. Leveraging lessons from the successful Winter 2024 rollout, the new phase integrates fresh creative assets and updated messaging.
Key Campaign Features
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Bold visuals including animations showing a driving licence dissolving into a pint glass;
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Paid media coverage across TikTok, online video, radio, digital audio, and out-of-home (OOH) placements;
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Geo-targeted messaging focused on major music festivals such as Boomtown, Creamfields, and Reading & Leeds;
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Enforcement collaboration with the National Police Chiefs’ Council (NPCC), using shared social media content and tailored enforcement messaging;
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A special focus on A-level results day, delivering context-sensitive content to 18-year-olds.
All campaign materials, including a stakeholder toolkit, are available for download via the THINK! website.
The creative approach challenges common misperceptions about “safe” alcohol limits and reinforces that even minimal consumption before driving can have serious legal and personal consequences, including loss of a licence, freedom, or life.
About Carl Millar
Carl Millar is a highly respected and experienced drink driving solicitor who is the principal of Millars Solicitors.
Carl has been a specialist in road traffic law for many years and represents clients from all walks of life and all over the Country. He is well known for the dogged defending of his clients and robust cross examination of police officers and exert witnesses.
With a wealth of expertise in motoring law Carl is well placed to provide advice over the phone and deal with all road traffic matters in a calm and professional way.
Getting in contact with Carl and Millars Solicitors is really easy. You can call him FREE on 0800 999 5535, or click here to send a confidential message.
