THINK! warns of drug-driving risks in new campaign

FCB London has created a new campaign for the Department for Transport’s THINK! road safety initiative, focusing on the consequences of drug driving. The work marks the first campaign on this issue in a decade and the agency’s first collaboration with THINK! since its appointment in April.

Centred on the line Don’t put drugs in the driving seat, the platform addresses the risks of drug driving and the wider dangers of allowing drugs to take control of daily decisions.

Campaign targets young men most at risk

Launching ahead of the festive period, when drug driving increases, the campaign focuses on young men aged 17 to 29, a group statistically more likely to be killed or seriously injured in drug-driving collisions.

The online and social film depicts how a single choice can trigger a chain of consequences. Beginning with a young man in the driver’s seat, the scene transforms into a series of settings: the aftermath of a crash, a medical examination at a police station, a courtroom dock and a prison cell. A rotating camera keeps the driving seat as the centrepiece to convey how one moment leads to many outcomes.

Multi-channel creative shows the scale of consequences

The same idea extends into Out of Home executions, using a split-screen format to contrast the seat of consequences with each stage of the fallout, from arrest to conviction. A digital audio campaign builds the narrative step by step to show how repercussions escalate.

Lilian Greenwood, Local Transport Minister: "Drug driving destroys lives. To tackle this crucial issue, THINK! are reminding drivers of the dangers and the devastating consequences that come from getting behind the wheel under the influence of drugs. This campaign sends a clear message: don’t put drugs in the driving seat."

Addressing misconceptions around drug impairment

Emily Whiteaway, Managing Partner, FCB London: "We identified a worrying misconception: many young men believe that drugs pose no risk to their driving ability. Our THINK! campaign aims to dispel that myth and highlights the devastating consequences. As we head into the festive period, it’s more important than ever to raise awareness of these dangers."

The campaign rolls out from 1 December across Instagram, Snapchat, Reddit, YouTube, online video channels and Out of Home, with digital audio also breaking this week.

www.think.gov.uk

www.fcblondon.com

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