50 years of THINK! campaign – a huge success

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Published on 11 November 2014 by Gill

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Filed under Category: Campaigning

After 50 years of public information films and road safety awareness campaigns, new research from THINK! proves the success of their work, showing attitudes to drink driving have dramatically changed.

Of the people surveyed, 91 per cent agreed drink driving was unacceptable and 92 per cent of people said they would feel ashamed if they were caught drinking and driving. This compares to over half of male drivers and nearly two thirds of young male drivers who admitted drink driving on a weekly basis in 1979.

Furthermore, over 88 per cent of people say that they would think badly of someone who drinks and drives and 61 per cent would rather reveal their internet search history to their employer than admit to a drink drive conviction.

Through a combination of road safety campaigning and better enforcement, road deaths due to drink driving have fallen from 1,640 in 1967 to 230 deaths in 2012. The latest advert from THINK! reminds people that one death on our roads is too many.

Transport Secretary Patrick McLoughlin said: “The change in attitudes to drink driving over the last 50 years is a huge success story. Clearly THINK! has had a significant impact, but there is further to go. In 2012, 230 people were killed in drink driving accidents – 230 too many. This makes the THINK! campaign as relevant as ever.”

 Watch the new video here: