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'Don't score an own goal this World Cup by drink driving’ – THINK campaign launches new campaign for the World Cup


On 13/06/14 by Daisy Blench (Policy Manager - Responsibility)


With World Cup 2014 now officially underway, the pub industry will be hoping that a great many people will choose to leave the confines of their living rooms and experience the highs, lows, tears and celebration of watching football down their local.


However, the Government is this week re-launching its THINK road safety campaign to remind people that it could be more tears than celebration if people risk their own safety and others’ by drinking and driving when on the way home from watching World Cup matches.


The THINK campaign, which has been running now for 30 years, has been extremely successful in reducing the social acceptability of drink-driving. In recent years their hard hitting public awareness messages, alongside a strict police enforcement policy to those that drink and drive and tough penalties, has seen a 47% reduction in the number of drivers testing positive after a roadside breath test and a 33% reduction in drink drive convictions since 2000. There has also been a 47% reduction in drink driving casualties since 2002.


Drink Driving Schemes


However, drink driving remains an issue to be tackled by all to ensure that these positive downward trends continue. During the last World Cup in 2010 a total of 7,402 people were caught drink driving despite risking a prison sentence, driving ban and fine and the THINK campaign is keen to ensure that this number is lower in 2014.


The brewing industry has a long history of campaigning on drink-driving, illustrated by this poster I dug up from the BBPA archives. As well as supporting the THINK campaign for many years we have been involved in a range of different initiatives including the ‘I’ll Be Des’ campaign promoting having a designated driver and more recently the Coca Cola Designated Drivercampaign which works with participating venues to offer a BOGOF on soft drinks for designated drivers during the festive period.


This 2008 Budweiser advert and 2006 Heineken advert give a good idea of some of the individual initiatives that companies have pursued.


As always, if you’re going to drink then its best to leave the car at home and pubs have an important role to play in campaigns such as this.There are some simple straightforward things that licensees can do to help people:


  • Encourage customers to organise travel arrangements home from World Cup matches in advance
  • Help regulars to arrange lift sharing
  • Have taxi information available and offer to book taxis for customers for when the game has finished
  • Provide information in the pub for customers about local public transport
  • Reward those who take the job of designated driver – you could offer a free drink or provide a more interesting range of non-alcoholic options perhaps themed to the countries that are playing e.g. non-alcoholic beers or virgin cocktails

With England’s first game tomorrow against Italy let’s do our bit as a responsible industry and make sure that this World Cup is safe and fun for all.



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