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In London, 23red Launches Medication Awareness And Partnership Marketing Efforts For THINK!

Release Date: 03/01/2010

Communications agency 23red has been working with the Department for Transport's (DfT) THINK! campaign and Boots UK to launch a new campaign raising awareness of the potential effects of some medicines on driving ability. The work is part of the broader THINK! Drug Drive campaign that launched in August 2009.

THINK! is seeking to address this issue using partnership marketing and 23red has been briefed to work closely with partners in the healthcare industry to improve drivers’ understanding of the risks associated with certain medicines.

The campaign will begin with trial activity that will run in all 2,600 Boots stores across the country. One million leaflets and 500,000 stickers will be produced and pharmacists will distribute them as they impart advice to customers taking medicine that may affect their ability to drive. The campaign creative leads with a hazard road sign, carrying the warning that “Certain medicines may affect your ability to drive.”

On the leaflet’s reverse, copy underlines the dangers of driving under the influence of certain medicines – such as adverse effects on judgement and self-confidence, or extreme tiredness. The campaign urges drivers to ask their pharmacist, or GP, for more information if they are unsure about the effects of the medicine they are using. Exit surveys and pharmacist interviews will be carried out as the activity runs, in order to understand its impact on consumers and pharmacists.

A DfT spokesperson said, “It is vital that drivers are aware of the potential effects some prescription and over-the-counter medicines can have on their ability to drive. We hope that this campaign will help to raise awareness of these effects and we look forward to working with Boots and 23red to apply the lessons learned through this trial activity to a wider roll-out of the campaign.”

Greg Thorpe, Client Services Director at 23red, added, “From the start the support and commitment of the Boots CSR and pharmacy teams have been key to activating this pilot. This campaign shows what can be achieved through a really strong partnership-led approach. Leveraging and reinforcing the trusted relationship between pharmacist and retailer allows us to raise awareness of an important message at a critical point. It also means we can utilise the knowledge and expertise of the pharmacist to provide an instant source of information and reassurance. Of course, the most important component in this activity is the partner and in this case we couldn’t have asked for more.”

To tackle the issue of drinking and driving, 23red has created a THINK! ‘Driver Friendly’ partnership marketing campaign for Department for Transport. The campaign launched this December in time for Christmas.

The initiative aims to make it easier for drivers to choose soft drinks over alcoholic drinks by making them more attractive via price promotions and other added value offers. It will establish strong, long-term partnerships between government and major soft drinks brands and on-trade venues to tackle the drink-drive issue.

The campaign goal is to build on the decline of drink drive casualties over the past 30 years, by targeting those that still drink and drive. Driver Friendly will ultimately become a symbol of support for drivers in UK pubs, bars, clubs and restaurants throughout the country making it easier to choose soft drinks and avoid drinking and driving home.

Campaign partners include Coca-Cola GB, Greene King, and pub companies such as Punch Taverns, Enterprise Inns, Admiral Taverns, Everards and Scottish & Newcastle. Coca Cola GB lead the December launch, providing Buy One Get One Free offers on Coke for over 8,000 venues to pass on to customers, across most major pub chains and many venues across the UK.

Greene King ran designated driver offers in conjunction with Christmas meal bookings at their ‘Hungry Horse’ venues. Designated drivers received two free soft drinks if they registered in advance.

Pub companies were also encouraging their licensed and tenanted venues to run Driver Friendly promotions this December. Venues ordered Driver Friendly packs, which included a range of collateral to help them promote offers to their customers.

The campaign will continue to roll out across 2010. Building on the 2009 Christmas launch, it is likely driver offers will be expanded through the involvement of other major soft drinks distributors, as well as the involvement of other third party brands to expand on the types of offers available to drivers. The number of on-trade venues running Driver Friendly promotions will also be increased, and activity is likely to be planned around the 2010 World Cup.

The campaign is structured so that offers must benefit drivers and always involve a soft drink component such as a Buy On Get One Free on soft drinks; buy a soft drink, get a free game of pool; food offers with a free soft drink; and a free sports or clothing discount when you buy two or more soft drinks.

A DfT spokesperson said, “Driver Friendly is an important development for THINK!’s drink drive campaign. Our drink drive campaigns have been very successful in getting through to people but we know that we need to do more and so we are pleased that so many companies are supporting Driver Friendly by offering drivers a positive reward for choosing soft drinks.”

Greg Thorpe, Client Services Director at 23red commented, “We’ve created a movement for the pub industry that‘s gaining real momentum. The possibilities for Driver Friendly are endless, and very exciting. Our ultimate aim is for every pub to be Driver Friendly, so all drivers will have some form of offer open to them. We’re building long-term partnerships between government and major brands and pub chains to work together to tackle the drink drive issue, and we’re delighted with the support that’s been provided so far and look forward on building on this next year.”

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