Major sporting moments prompt new THINK! campaign urging fans to plan ahead and avoid drink‑driving

The Department for Transport’s THINK! road safety team has launched a new World Cup campaign warning that major sporting moments often lead to increased socialising — and, with it, a rise in drink‑driving risk. With millions expected to watch matches in pubs, bars and fan zones across the UK, the campaign urges supporters to plan their journeys in advance and make safe choices.

The message is deliberately simple: big matches and big moments should never end with alcohol behind the wheel.

According to THINK!, younger men aged 17–30 are particularly at risk during major tournaments, often making last‑minute “just one more” decisions before driving. The summer period already sees an increase in drink‑driving casualties, and extended licensing hours for late‑night fixtures add further pressure.

The new campaign — THINK! 0% Summer Partnerships — uses football‑themed messaging to reach fans at the exact moments when decisions are made. It encourages supporters who are driving to choose 0% or soft drinks, or to plan alternative ways home such as taxis, public transport or lifts from sober friends.

A Department for Transport spokesperson said the aim is to intervene early: “Major sporting moments can lead to increased socialising and, unfortunately, a rise in drink‑driving risk. We want to encourage people to plan ahead and make safe choices — particularly promoting alternative options like planning your journey home rather than driving after drinking.”

To maximise reach, THINK! is calling on partners across hospitality and the night‑time economy — including pubs, bars, clubs, taxi and PHV operators — to help share the message in the places fans gather before and after matches. The department says these partners are uniquely placed to “encourage safer choices in real time and support fans to enjoy the football responsibly”.

To support this, a ready‑to‑use stakeholder toolkit has been released, containing:

• Social media assets (1:1, 4:5 and 9:16 formats)
• A4 and A3 posters
• In‑venue digital screen assets (16:9 and 9:16)

The materials are designed for easy integration across venues, transport hubs, local authority channels and partner networks throughout the tournament.

The campaign hub is available at: THINK! 0% Summer Partnerships | Big matches. Big moments. Zero alcohol behind the wheel.

With the World Cup set to dominate the summer, THINK! hopes the message lands clearly: enjoy the football, celebrate the highs — but don’t risk lives by driving after drinking.