Road Safety GB – Mates for Life returns – with new stakeholder toolkit available

Mates for Life returns – with new stakeholder toolkit available

THINK! is relaunching its Mates for Life campaign, as it looks to continue to build understanding among young males about the dangers of drink driving.

Through a series of short films and other resources, the campaign shows 17 to 24 year-old male drivers that ‘a mate doesn’t let a mate drink drive’.

The films feature a young man encouraging his friend not to drink before getting in front of the wheel, by reminding him of the lifelong friendship and adventures they are yet to have. 

Following the 2022 edition of the campaign, evaluation highlighted that 70% of those who saw it took action as a result, including intervening to stop a mate drink driving.

The THINK! team is calling on road safety professionals to support the campaign by sharing the creatives and messages. A stakeholder toolkit containing asset links and post copy is available via the THINK! website.

• Click here to read the full story and the link to the toolkit