The latest campaign from Think! encourages men to stop their friends from drink-driving.
Comprising 60 illustrations – one for each young driver killed or seriously injured due to driving over the limit every month in the UK – the campaign calls for men to "pint block" their friends through a range of outlandish schemes, including tickling, instigating a Mexican wave and using martial arts.
The tagline is "A mate doesn’t let a mate drink drive", in light of government research that found only 45% for young men believe it’s important to intervene if someone is planning on drinking and driving.
The campaign’s illustrations will be on display during a pub takeover in Birmingham today (18 February), introducing pub-goers to the concept of "pint-blocking", with zero-alcohol drinks provided by Heineken.
It was created by Sophie Taylor, George Robb, Perle Arteta, Christopher Joyce, Matt Luke and Yama Noorzad.