The UK government-backed THINK! campaign has launched its first national drug driving initiative in ten years, warning of the dangers and consequences of driving under the influence of drugs.
Running throughout December, the campaign will feature online and out-of-home adverts, including on social media platforms such as TikTok, YouTube and digital audio channels. The film, shot entirely from the driver’s seat, highlights how a single reckless decision can lead to collisions, police involvement, court appearances and imprisonment, under the tagline: “Don’t put drugs in the driving seat.”
Targeting young men, who account for around 90% of drug-impaired drivers in collisions, the campaign uses police data to identify hotspots across England and Wales.
Notably, THINK! research also shows that 32% of men aged 17–30 believe it is acceptable to drive if they feel fine after taking drugs, while 46% know someone who does.
Local Transport Minister Lilian Greenwood said: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 innovative campaign sends a clear message: don’t put drugs in the driving seat. We’re determined to tackle this growing issue as part of our upcoming Road Safety Strategy, which will set out how we make our roads safer for everyone.
The campaign coincides with increased police enforcement under Operation Limit, particularly over the festive period when drug driving cases typically rise.
National Police Chiefs’ Council lead for Operation Limit, Chief Superintendent Marc Clothier said:Drug driving is incredibly dangerous and puts the lives of your passengers, other road users and yourself at risk. Police officers across the country are stepping up proactive and intelligence-led stops on our roads, so rest assured, if you drive under the influence of drugs or drink, we will catch you.
We’re pleased to be partnering with this new THINK! campaign, which is really impactful and coordinates with our enhanced enforcement of drink and drug driving offences over the December period through Operation Limit. Every year, we convict nearly 27,000 drivers for drug driving, which emphasises the message it will not be tolerated.
