Alcohol is a factor in a fifth of road deaths and drink driving related deaths are still a leading cause of deaths among males aged 16-24. Drink campaign - one of the ten truths of learning to drive.
The Honest Truth campaign utilises striking animal head imagery whilst at the same time drawing on evidence from behavioural science. This evidence suggests that young people have an 'optimism bias' meaning suggestions that they are likely to be killed resonate less than consequences that are closer to them. We also draw on the power of social norms where young people are influenced by their peers and want to fit in.