The campaign aim is to reduce the number of people killed or seriously injured in drink-drive accidents by changing the social acceptability of drink driving and has now scooped the Prince Michael International Road Safety Premier Award

Road Safety Minister Robert Goodwill said: ‘Ideally no one would drink and drive. Sadly, even though the majority of drivers are sensible enough not to do it, there are still some who do.

‘But the number of road casualties caused by drink-driving has fallen significantly since records began in 1979 and three decades of THINK! campaigns, alongside enforcement by the police, have played an important part in raising the public’s awareness of the risks of drink-driving and have ultimately saved lives.

‘This award recognises the excellent work the THINK! campaign team does year in, year out in thinking of new and innovative ways of reinforcing the same message and reminding drivers of the risks of climbing behind the wheel after a drink.’

Congratulating the THINK! team on its achievement, Prince Michael said: ‘Public education plays a vital role in changing the behaviour of road users. The Government’s THINK! campaign has become a well-recognised brand; among government public information campaigns it stands out and is as highly respected in the advertising industry as it is in the road safety world.’

The award recognised that despite running for over 30 years, the THINK! drink-drive campaign continues to evolve, looking for innovative ways to communicate with our target audience in the most effective and efficient way possible.

The premier award is given to the most outstanding winner across the 2013 Prince Michael International Road Safety Awards and was presented to the THINK! campaign team by Prince Michael at an awards ceremony in London on 10th December.