The first drug driving campaign in a decade has been launched by government backed ‘THINK!’ to remind people that one poor decision can have devastating consequences.

The campaign aims to stop the rise in cases and prevent more tragedies on our roads.

Teaming up with police enforcement operations, new adverts running online will target drug driving ‘hotspots’ across England and Wales using police data.

This campaign targets young men, as DfT statistics show that around 90% of drivers impaired by drugs in collisions are male and 4 in every 10 are aged between 17 and 30 (additional statistics are based on analysis of STATS19 data for collisions with ‘impaired by drugs’ as a contributory factor, 2018 to 2022 data).

The latest data also shows an increase in drug-related collisions over the last 10 years: between 2014 and 2023, there has been a 70% increase in driver fatalities where drugs were present.

With the tagline, ‘Don’t put drugs in the driving seat’, the new campaign video is shot entirely from the driver’s seat with a dynamic rotating camera. The film shows how one reckless choice can spiral into devastating consequences: a car collision, police station visit, facing the judge in court and ultimately ending up behind bars.

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 innovative 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.

THINK!’s own survey this year shows 32% of young men (aged 17 to 30) think it is acceptable to drive if they feel fine after taking drugs and 46% of young men say they know someone who drives after taking drugs (THINK! survey, April 2025 with adults 16+ in England and Wales).