Your Hump-Day Recess: Brilliant UK Ad Celebrates 50-Year Decline in Drunk Driving

Nobody does advertising like the Brits. Their knack for ads that surprise you and make you think is unmatched in the world of communications. Case in point: the Department for Transport’s PSA celebrating the 50th anniversary of the UK’s Don’t Drink and Drive Campaign.

As the Department’s site points out, attitudes have changed over those years. Some 92% of UK drivers are ashamed to drink and drive.  As anyone who lived there in the 1960s can attest, it was not always so. Back in those days it was against the law to drive if one were “drunk and incapable” – a vague designation easy to evade. Which is why alcohol claimed more than 1,600 lives on the road in 1964.

Now it’s down to 230.  But the ad’s point, made brilliantly to the nostalgic music of Kool and the Gang, is that the work is not yet finished:

The UK campaign is called Think! and it is based on a five-point strategy:

  • Beware the morning after: you could be over the legal limit many hours after your last drink, even if it’s the “morning after”
  • There is no excuse for drink driving: we’ve all heard the excuses, but they don’t change the facts
  • If you’re planning to drink, plan your trip home: designated driver, public transport, whatever it takes
  • Don’t offer alcohol to someone you know will drive
  • Don’t accept a lift from a driver you know has been drinking

It’s not a lot to have to remember. But clearly it’s saved a lot of UK lives.

Your Hump Day Recess: Every Wednesday LifeSafer brings you something a little different, related to the worlds of road safety, to ease your progress over Hump Day and through the week.

Previous Hump Days: car safety, animals, posters. traffic jams, more posters, fake microbrews a German Ignition Interlock spoof from 1960, a Star Wars anti-drunk driving messageour Top 10 Worst Crash Tests, a different kind of Anti-DUI message, Budweiser’s dogged anti-DUI campaign, How Not to Dodge a Parking Ticket, a Cool 1950s Soviet Anti Drunk Driving Poster, He Got a DUI on a WHAT? a 1970s Alcohol Mythbuster,  Halloween Drunk Driving, and a brewery that keeps its anti-drunk driving message under its cap.