The Home and Dry Campaign – encouraging drivers to go alcohol-free and get home safe
According to the latest Government figures available for road accidents, an estimated 7,800 people, more than 21 people a day, were killed or injured in 2019 when at least one driver was over the drink-drive limit.
Originally due to be launched before the pandemic, the campaign was re-launched in late 2020 and in the run-up to the festive season to work with the on-trade to develop the campaign and encourage people not to drink and drive.
Home and dry point-of-sale (POS) materials were provided free of charge to UK pub operators who wanted to use them. The materials included T-shirts for staff members, posters, beer mats and bar runners, which all featured an eye-catching road sign design. Operators were also able download a suite of digital assets to communicate the Home and Dry campaign across social media channels. The campaign message was drawn from a positive message encouraging people to choose alcohol-free drinks options if they are driving and which has never been easier based on the large numbers available across all packaging formats.
