THINK! has become recognised internationally for its iconic and ground-breaking campaigns that have challenged dangerous behaviours on Britain’s roads. Their campaigns have evolved from encouraging the use of seat belts to tackling excessive speed, drink and drugs, and the use of mobiles at the wheel. In the decade that followed the conception of THINK!, road deaths in the UK reduced by 46%.
The brief was to create awareness ads that continued the message to avoid drink driving in the established style of THINK! Two outdoor poster ads placed in town centres near drinking spots were created to capture the attention of potential drinkers on a night out.
A TV ad promoted the use of a taxi instead of drink driving on a night out. Finally, liquid-activated coasters warned drinkers not to drive when a wet glass was placed upon them, changing to a do not drive symbol.
