THINK! is encouraging men to ‘pint block’

UK – Road safety organisation THINK! is encouraging young men to ‘pint block’ their friends to reduce drink-driving fatalities.

The campaign features 60 bold posters, created to represent the 60 young drivers that are killed or seriously injured while driving over the limit each month in the UK, which will be displayed in pubs, bars and clubs, and across social media. With graphic visuals in eye-catching colours, they are also a response to UK government findings that people struggle to address heavy social drinking. According to THINK!, while 64% of people say they would step in and intervene, the figure drops to 45% for young men.

The illustrations were created to be relatable and have comedic impact, with the posters suggesting everything from starting a conga line to kissing or giving a friend a massage until he’s too weak to hold his beer. Featuring the strap line ‘A mate doesn’t let a mate drink drive’, THINK! is encouraging Millennial and Generation Z males to look out for each other better.

In this way, THINK! is also reducing stigma by presenting modern and caring representations of men. For more on the shifting communications around masculinity, explore the campaigns debunking male marketing myths.