Campaign Launched to Combat Drink and Drug Driving This Festive Season
On 11 December 2025, Local Transport Minister Lilian Greenwood collaborated with Sussex Police Chief Constable Jo Shiner to emphasise efforts aimed at reducing drink and drug driving during the holiday season. The initiative also features a campaign backed by popular brands encouraging drivers to choose non-alcoholic beverages.
Focused Enforcement and Public Awareness
Minister Greenwood joined local law enforcement on a tour to highlight ongoing enforcement operations designed to improve road safety in the lead-up to Christmas. This initiative is part of a broader collaboration between government agencies, police forces, and local organisations to address the growing issues of impaired driving.
In her remarks, Greenwood asserted the importance of making safe choices during the festive period, stating that no one should operate a vehicle while intoxicated. She announced partnerships with notable brands such as Captain Morgan to promote the THINK! campaign, encouraging drivers to abstain from alcohol.
New Campaign Targets Young Male Drivers
This effort aligns with the government’s impending Road Safety Strategy and the recent revival of the THINK! drug driving campaign, the first in a decade. The campaign specifically aims to communicate the severe consequences associated with driving under the influence, particularly targeting young male drivers who represent a significant percentage of drug-related road accidents.
Chief Constable Jo Shiner, who leads the National Police Chiefs’ Council in roads policing, described driving while impaired as dangerously reckless. She commended the partnership with the THINK! initiative, which coincides with heightened enforcement of driving offences throughout December.
Partnerships with Drinks Brands
The collaboration with major beverage companies has led to the development of a series of adverts aimed at increasing awareness of drug driving in specific geographical ‘hotspots’ across England and Wales. The Minister highlighted the importance of promoting alcohol-free alternatives, especially during a time of year when road risks increase.
Earlier in the week, Greenwood launched the Captain Morgan 0.0% x THINK! campaign at a London venue, which provides drivers with complimentary alcohol-free drinks in select venues. This initiative is designed to normalise the choice of non-alcoholic options among motorists, particularly young males aged 17 to 24, a demographic disproportionately affected by these issues.
Concluding Remarks from Industry Leaders
Corporate Relations Director at Diageo UK, Ian Smith, reinforced the importance of responsible decision-making during the festive season, asserting that the partnership with THINK! underscores the need for safe driving practices.
This campaign forms part of a larger strategy to raise awareness about road safety and the dangers of impaired driving, particularly during the holiday season when incidents typically rise.
Source: official statements, news agencies, and public reports.
https://www.gov.uk/government/news/government-and-police-join-forces-to-tackle-drink-and-drug-driving-this-festive-season
