Red's award-winning PR campaign for THINK!, the government road safety campaign, helped the Christmas drink driving message hit home.

A 7ft-tall glass of beer might sound like a dream come true to many men, but for the thousands of people caught drink driving every December a quick drink after work turns into a living nightmare.

To grab the public’s attention and get this important message across, THINK!, the government road safety campaign, placed a man trapped inside a giant pint glass and toured some of the busiest places in the UK.

Tasked with providing PR support for the campaign, Red sourced a case study who had lost his licence the previous Christmas after being caught over the limit behind the wheel. Luke Noon, from Devon, climbed into the pint glass for the national media launch at London Paddington to help spread the word that drink driving is really not worth the risk.

Coverage included a live broadcast on Channel Five’s lunchtime bulletin, Channel 4 News, several articles in the national and London press, as well as online and radio news bites. The roadshow that took place in the run up to Christmas went on to achieve further coverage in key regional newspapers, TV, radio and online.

This campaign won the Best Public Sector Campaign at the PR Week Awards 2008.