The UK government-backed THINK! campaign has launched its first drug driving awareness initiative in a decade, aiming to highlight the risks and consequences of driving under the influence of drugs. The campaign, which began on 24 November 2025, seeks to curb the rising number of drug-related collisions and prevent tragedies on roads across England and Wales. Targeted adverts will run online and across social media platforms, using police data to focus on areas where drug driving incidents are most frequent.
The campaign specifically targets young men, as Department for Transport (DfT) statistics indicate that around 90% of drivers impaired by drugs involved in collisions are male, with four in ten aged between 17 and 30. Data from 2014 to 2023 also shows a 70% increase in driver fatalities where drugs were present. The campaign video, shot entirely from the driver’s seat, dramatizes the chain of consequences from a single reckless choice, including collisions, police intervention, court appearances, and imprisonment.
Local Transport Minister Lilian Greenwood emphasized that drug driving destroys lives and stressed that the campaign forms part of the government’s upcoming Road Safety Strategy. THINK! survey data from April 2025 revealed concerning attitudes among young men: 32% believe it is acceptable to drive if they feel fine after taking drugs, and 46% know someone who drives under the influence.
The campaign will run throughout December across out-of-home advertising, social media platforms including TikTok, as well as digital video and audio channels like YouTube. Chief Superintendent Marc Clothier of the National Police Chiefs’ Council highlighted the role of Operation Limit, where police conduct proactive, intelligence-led stops to enforce drug and drink driving laws. Nearly 27,000 drug driving convictions occur annually, underscoring that such behaviour will not be tolerated.
RAC Head of Policy Simon Williams welcomed the campaign, noting the rising number of individuals willing to drive under the influence of drugs and emphasizing the importance of the upcoming Road Safety Strategy in addressing this growing public safety issue.
