The Labour government has initiated its first significant offensive against drug driving in more than ten years, marking a major shift in road safety policy.
Nationwide Campaign Launches
A new nationwide campaign commenced today across England and Wales. Local Transport Minister, Lilian Greenwood, stated that drug driving destroys lives and that the innovative THINK! campaign aims to remind drivers of the dangers and devastating consequences of getting behind the wheel under the influence of drugs.
She confirmed the campaign is part of the government's determination to tackle this growing issue within its upcoming Road Safety Strategy, which will outline plans to make roads safer for all users.
Targeted Enforcement and Advertising
The campaign is coordinating with police enforcement operations. New online adverts will target specific drug driving ‘hotspots’ across England and Wales, identified using police data.
The initiative specifically targets young men, with advertising running throughout December across out-of-home locations, social media platforms like TikTok, online video, and digital audio platforms such as YouTube.
Strong Police and Industry Support
Chief Superintendent Marc Clothier, the National Police Chiefs’ Council lead for Operation Limit, emphasised the incredible danger drug driving poses to passengers, other road users, and the drivers themselves.
He confirmed that police forces are stepping up proactive and intelligence-led stops, warning that anyone driving under the influence will be caught. He welcomed the partnership with the impactful THINK! campaign, which aligns with enhanced enforcement of drink and drug driving offences during December under Operation Limit.
Chief Supt Clothier highlighted that police convict nearly 27,000 drivers for drug driving every year, underscoring that this dangerous behaviour will not be tolerated.
Simon Williams, RAC head of policy, welcomed the launch of the new anti-drug driving campaign. He pointed to figures from the RAC Report on Motoring showing an increase in the number of people prepared to drive under the influence of drugs.
Williams also expressed deep concern over government data revealing a massive rise in drug-driving related fatalities over the last decade, voicing hope that the imminent Road Safety Strategy will take decisive steps to address this serious problem.
