Christmas campaign works with Kiss FM to get people encouraging their friends not to drink and drive
For this year’s campaign, which runs to January 1 (2018), THINK! has teamed up with Kiss FM duo Rickie and Melvin. They will be urging young adults to encourage their friends not to get behind the wheel after drinking.
The radio presenters will also front videos for Kiss FM’s social media channels. Kiss FM’s audience is almost a third more likely than the average person to enjoy a night out in a pub.
A further radio advert, which will run in England and Wales, uses the message “mates don’t let mates drink and drive”. It plays on the fact friends will say anything to each other, except to stop them from drink driving.
Drink driving is ‘socially unacceptable’
Road Safety Minister, Jesse Norman MP, said:
“Driving even while below the legal limit is becoming increasingly socially unacceptable, with more and more people choosing to turn down drinking any alcohol when they plan to drive. But even so there are still some drivers who are willing to take the risk.
“Friends, colleagues and family members can positively influence those around them. So we are calling on them to stop potential drink drivers from getting behind the wheel and risking tragedy this Christmas.”
Rickie Haywood Williams said:
“We feel we owe it to our audience to share such an important message. Me and Melv grew up together, we look out for each other and we want to spread the word to our listeners to do the same.”
Melvin Odoom said:
“Rickie will always be there for me on a night out and vice versa. Drink driving awareness is something that needs to be out in front at all times. The campaign is designed to shine a light on the issue and we want to help us much as we can to stop people making the wrong decision.”
In October, it was the 50th anniversary of the breathalyser test. Last December (2016), 89,138 motorists were tested and 5,869 were found to be over the drink drive limit. Police forces across England and Wales are also taking part in enforcement action throughout December and on January 1.
National Police Chiefs’ Council Lead for Roads Policing, Chief Constable Anthony Bangham, said:
“Every year police forces deal with cases of drink or drug driving that directly result in families facing Christmas without loves ones. Even a small amount of alcohol or drugs in your system can affect your ability to drive safely – don’t let your friends and family pay the price.
“Police forces are running targeted operations across the country to enforce the law on drink and drug driving: you can face an unlimited fine, disqualification for driving, and a long prison sentence.”
In England last year, more than half of car drivers who were involved in a crash and failed a breath test were aged up to 34.