THINK! drug driving campaign launches targeting rising collision rates
- Perry Richardson
- 3 hours ago
- 3 min read
The Government backed road safety initiative THINK! has launched its first dedicated drug driving campaign in a decade, responding to a marked rise in drug related collisions across England and Wales.
The activity begins today and is designed to reinforce the risks associated with driving after taking drugs, particularly among young men who remain statistically overrepresented in impairment cases.
The Department for Transport says around 90% of drivers impaired by drugs in collisions are male, with four in ten aged between 17 and 30. Official records point to a steep rise in serious incidents linked to drugs over the past ten years. Between 2014 and 2023, driver fatalities where drugs were present increased by 70%, prompting renewed concern among road safety bodies and policing units.
The campaign is being delivered alongside targeted enforcement. Police forces will use collision and arrest data to identify drug driving hotspots, with online adverts and social messaging aimed at those specific areas. THINK! says the combined approach is intended to deter offending behaviour during a period when roads traditionally become busier.
New Government backed push focuses on young men as drug related road deaths climb
A new advert sits at the centre of the campaign. Shot entirely from the driver’s seat with a rotational camera, it depicts the rapid escalation from a single decision to drive after drug use to a collision, arrest, court appearance and imprisonment. The messaging carries the line “Don’t put drugs in the driving seat”, reflecting the focus on personal responsibility and the long term consequences of impaired driving.
Survey findings from THINK! underline the scale of the behavioural challenge. This year’s polling shows 32% of young men aged 17 to 30 believe it is acceptable to drive if they feel fine after taking drugs, while 46% say they know someone who does so. Road safety groups say attitudes such as these contribute directly to increased enforcement demand and heightened risk across local road networks.
The campaign will run throughout December across social media channels, including TikTok, as well as online video, digital audio platforms and out of home placements. The Department for Transport and police forces will monitor impact over the coming weeks, although officials say sustained behaviour change typically requires long term messaging and consistent enforcement presence.
Drug driving remains a growing operational pressure for policing, with forces reporting increases in impairment testing during routine stops and collision investigations. THINK! hopes the new campaign will support frontline activity by reducing the number of drivers willing to take risks that could lead to serious injury, fatalities or criminal sanctions.
Local Transport Minister, Lilian Greenwood, said: “Drug driving destroys lives. To tackle this crucial issue, THINK! are reminding drivers of the dangers and the devastating consequences that come from getting behind the wheel under the influence of drugs.
"This innovative campaign sends a clear message: don’t put drugs in the driving seat. We’re determined to tackle this growing issue as part of our upcoming Road Safety Strategy, which will set out how we make our roads safer for everyone.”
National Police Chiefs’ Council lead for Operation Limit, Chief Superintendent Marc Clothier, said: “Drug driving is incredibly dangerous and puts the lives of your passengers, other road users and yourself at risk. Police officers across the country are stepping up proactive and intelligence-led stops on our roads so rest assured, if you drive under the influence of drugs or drink, we will catch you.
“We’re pleased to be partnering with this new THINK! Campaign which is really impactful and coordinates with our enhanced enforcement of drink and drug driving offences over the December period through Operation Limit. Every year, we convict nearly 27,000 drivers for drug driving which emphasises the message it will not be tolerated.”
RAC head of policy, Simon Williams said: “We welcome the launch of THINK!’s new anti-drug driving campaign, highlighting the dangers of this very serious problem. Figures from this year’s RAC Report on Motoring show there’s been an increase in the number of people prepared to drive under the influence of drugs, the effects of which can be devastating.
"It’s also very concerning to see the Government’s data showing such a massive rise in drug-driving related fatalities over the course of a decade. We hope the imminent Road Safety Strategy will take steps to tackle this.”
