Drinkaware launches new campaign against drink driving
Free ‘Home and dry’ POS offered to all on-trade operators
Alcohol education charity Drinkaware is launching a new campaign against drink-driving, called Home and dry. The campaign will support pubs, clubs and bars to encourage customers in their venues to stay alcohol-free when driving.
Drinkaware is providing Home and dry point-of-sale (POS) materials free of charge to any UK pub operators who wish to use them. The materials include T-shirts for staff members, posters, beer mats and bar runners, which all feature an eye-catching road sign design. Operators can also download a suite of digital assets to communicate the Home and dry campaign across social media channels.
Home and dry has been developed after feedback from on-trade operators and independent pubs and bars and is supported by The British Beer & Pub Association and the Department for Transport’s THINK! initiative. The campaign is designed to support venues to provide a safe and enjoyable environment for all customers by encouraging drivers to go alcohol-free and get home safe. Home and dry POS and digital assets can be downloaded or ordered free of charge from the Drinkaware online store.
Mark Chandler, Director of Marketing & Partnerships Activation at Drinkaware said: “We’re delighted to be launching Home and dry, a campaign that has wide support from operators as an effective way of helping them to raise awareness of the risks of drinking and driving.
“The campaign’s message is a positive one about encouraging people to choose alcohol-free drinks options if they are driving.
“Encouraging customers to go alcohol-free is easy in today’s on-trade, where the choice of alcohol alternatives has never been better. Drivers can enjoy a wide range of alcohol-free beers, ciders, wines or spirits, and get home safe at the end of the night.”
For more information visit: www.drinkaware.co.uk/homeanddry
Department of Transport drink drive statistics
The Department of Transport’s provisional estimates for 2018 show that between 220 and 270 people were killed in accidents in Great Britain where at least one driver was over the drink drive limit, with a central estimate of 240 deaths. Final estimates for 2018 will be published in August this year.