The UK government’s annual THINK! drink-driving campaign has gone live with the message: “A mate doesn’t let a mate drink-drive”.

Targeting 17-24 year-old men, the campaign will incorporate three films that will go out over the festive period encouraging friends to step in if they see a mate planning to drive after drinking alcohol.

“Drink-driving needlessly puts human lives at risk,” said Road Safety Minister Jesse Norman. “Our hard-hitting THINK! campaigns have already shown a positive impact on road users, encouraging safer behaviour so as to reduce the number of people killed and injured.

“This festive season, the simple message is that friends need to step in and stop their friends from getting behind the wheel after drinking.”

The films will appear on social media, digital video and a number of outdoor sites including pubs and football stadiums.

View the first campaign video below, Time to Tackle: