The government-backed THINK! campaign has launched its first national drive against drug driving in ten years, urging drivers to consider the potentially devastating consequences of getting behind the wheel under the influence.
Launching on 24 November 2025, the campaign aims to curb the rising number of drug-related collisions across England and Wales. New adverts will target “hotspots” identified through police data, with a particular focus on young men – statistics from the Department for Transport show that around 90% of drivers impaired by drugs in collisions are male, and four in ten are aged 17 to 30.
Data also indicates a significant rise in drug-related road deaths over the past decade. Between 2014 and 2023, fatalities involving drivers under the influence of drugs increased by 70%.
The campaign video, titled “Don’t put drugs in the driving seat”, is shot entirely from the driver’s perspective using a rotating camera. It illustrates how one reckless decision can lead to a car crash, a police station visit, a court appearance, and ultimately a prison sentence.
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 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."
A survey conducted by THINK! earlier this year found that 32% of young men aged 17 to 30 think it is acceptable to drive if they feel fine after taking drugs, while 46% said they know someone who drives after taking drugs.
The adverts will run throughout December across out-of-home sites, social media platforms including TikTok, and digital audio and video platforms such as YouTube.
