Mates for Life

A new campaign for THINK! that celebrates life-long friendships and aims to decrease drink-driving pressures ahead of the holiday season

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Mates for Life is the Department for Transport new campaign for THINK! The campaign aims to help stop drink-driving ahead of the holiday season and shift perceptions on the consequences of drink-driving.

This campaign further builds on THINK’s award-winning Mates Matter strategic platform, which has seen the most significant shift in young men’s attitudes towards drink-driving in over a decade.

The campaign highlights the success of appealing to humour, positivity, and friendship when speaking to the young men who are most at risk when it comes to drink-driving.

VMLY&R London

VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Named a Leader in the Gartner Magic Quadrant for Global Marketing Agencies for five consecutive years, VMLY&R is made up of more than 12,000 employees worldwide with principal offices in Lodnon, Kansas City, New York, Detroit, São Paulo, Shanghai, Singapore and Sydney. The agency is behind award-winning campaigns for blue chip client partners including Colgate-Palmolive, Danone, Dell, Ford, Intel, New Balance, Pfizer and Wendy's. 

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