UK Department for Transport: 50 years of drink driving

This case study details a campaign from the UK government's Department for Transport that, 50 years after the first comms about drink driving, spoke to those hardest to influence through behavioural theory.

UK Department for Transport: 50 years of drink driving

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Objectives

Think! is the communications campaign created by the UK's Department for Transport to help reduce deaths and serious injuries on the UK's roads. Through the Think! campaign, the DfT tackles a range of dangerous driving behaviours. The most high profile of these is drink driving.

The incidence of fatalities caused by drink driving has fallen significantly over the last half century -through a combination of changes to the law, police enforcement, government-led communication campaigns, and societal shifts in attitudes and behaviour.

However, the issue of drink driving persists, and...

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