A new government campaign is targeting young men, who are over-represented in drink-driving deaths and serious injuries.

The launch of the new “Think!” the campaign coincides with research showing that almost half (48%) of drivers admit to driving when they could be over the legal alcohol limit.

The research, commissioned by Tempcover, also found that many drivers felt pressured to get behind the wheel or let someone else drive when they knew they were done. the legal alcohol limit for driving.

Furthermore, the survey, which involved more than 2,000 British drivers, revealed that three out of five respondents do not know or are unsure of the legal limit.

Jake Lambert, temporary car insurance expert at Tempcover, said: “Not only is it alcohol behind the wheel illegal and has serious legal consequences, but it can lead to dangerous situations on the road not only for those over the limit, but also for other drivers.

“There are always safer options to get home, and your safety and the safety of others should always come first.”

Alcohol brands including Heineken and Fuller’s have joined the new government’s Think! campaign to encourage young drivers to stay on 0% options for Christmas.

The campaign targets men aged 17-24, with government research showing that young men in particular often underestimate the risks of having a few drinks and are less likely to see drink driving as risky.

In 2022, 79% of drivers involved in drunk driving collisions were men.

RAC road safety spokesman Rod Dennis said: “Our research shows that young drivers are significantly more likely to admit to drink driving than other age groups, with equally high casualty figures.

“At the same time, we know how much young drivers value the enormous freedom that comes with access to a car, and in many cases depend on it if they live outside a major city.

“Having the freedom to get behind the wheel is probably unthinkable for most people, but it could become a reality for anyone who decides to drive after drinking.

“Everyone reacts differently to the effects of alcohol, so the message to young drivers is clear – drinking a little carries a lot of risk, so it’s best to steer clear if you’re the designated driver.”

Future Roads Minister Lilian Greenwood added: “Drink driving destroys lives, but even one or two drinks could cause a young person to lose their license – limiting their freedom to work or meet friends .

“This is a welcome campaign from Think!.”

The new 0% branding includes Think! booze messages on mats and T-shirts worn by bar staff to give pub-goers an instant reminder to opt for a 0% drink before getting behind the wheel.

Think about it! is also launching a new ‘Drink a little, risk a lot’ advertising campaign to remind drivers that even a few drinks before driving could harm others or cause drivers to lose their licence.

The campaign includes illustrations and animations showing a driver’s license disappearing into a pint of beer and will run across social media, online video, radio, digital audio, podcasts, billboards near pubs and bars, posters and floor mats of beer.

Jo Shiner, Chief Constable and Road Safety Officer at the National Council of Chief Police Officers, said: “Police will once again be undertaking an all-forces Christmas drug and alcohol enforcement campaign, Op Limit in a concerted focus on taking action against those who engage in this irresponsible and dangerous behaviour.

“This education and enforcement activity works in tandem with the new Think! campaign and I would emphasize the message that drink and drug driving has consequences.

“You could lose your license, but worst of all, you could cause the loss of your life or someone else’s, and that’s not worth the risk.”

Lucy Straker, campaigns manager at road safety charity Brake, added: “Drink-driving drivers are unable to assess their own impairment as alcohol creates a false sense of confidence.

“This means drivers are more inclined to take risks and think they are in control when they are not.

“Dangerous and irresponsible road use can have devastating consequences, resulting in injury and loss of life, sending shockwaves through families, communities and schools.”