UK telematics insurance pioneer, insurethebox, is throwing its support behind a government campaign designed to encourage young people to intervene to stop a friend drink driving.
On 18 February the Pint Block campaign from THINK! will be launched at an exclusive takeover of Birmingham pub the Pint Shop and insurethebox is inviting a number of its customers to participate in the event. Young males are overrepresented in alcohol related deaths and serious injuries on the road.
To address this problem, THINK! has launched a campaign calling on young men to intervene and ‘Pint Block’ their mates. The campaign uses social and online video, and advertising in pubs, bars and sports clubs, to bring the message to life through a series of humorous and surreal interventions.
To launch Pint Block, THINK! has commissioned 60 unique Pint Block illustrations by young artists from across the country – one for each of the 60 young drivers killed or seriously injured when found to be driving over the limit every month in the UK. The Pint Blocks, which involve everything from Mexican waves to mosh pits, are a tongue-in-cheek way to spread the message that it’s ok, and indeed important, to step in and stop a friend from drinking alcohol if they are intending to drive.
The illustrations will be unveiled at the launch event where, for one night only, pub-goers will be introduced to the concept of Pint Blocking in highly original ways.
Pihla Hellgren, Marketing Manager at insurethebox, commented: “To host an anti-drink driving campaign launch in a pub is an innovative idea and one we are happy to support. This approach, coupled with engaging young people via social media and messaging in bars, pubs and sports clubs across the country, ensures the reach of the message extends far and wide.
“We believe active engagement with our customers is pivotal to making the roads safer for everyone. Indeed, our speed reduction programme provides clear evidence of the positive impact. Over a three year period, this initiative has seen 80,000 drivers reduce their speed by 21%.
“By lending our support to this campaign from THINK!, insurethebox continues its positive influence on the motoring community. We are inviting some of our local customers in the area to come along to the event and help spread the message that a mate doesn’t let a mate drink drive.”