The Department for Transport is launching a Christmas burst of its Think! Drink Drive campaign. It highlights that drunk drivers are treated just like any other criminal.
The campaign, created by Leo Burnett, aims to dramatise the aftermath of failing a breath test and includes being taken to a police station, searched, made to provide samples and potentially being locked in a cell.
The activity includes three 30-second radio ads, online banners, washroom posters in pubs and beer mats. The media planning and buying is by Carat.
The campaign breaks across the next week with the radio ad, which is recorded in a real police station, starting first. It will be followed by the washroom poster and online banners.