The Euros Football Friend anti-drink drive campaign aims to lower unnecessary road death, due to drink driving.

Targeting men under 40, the concept is around how planning a journey ahead of football celebrations, can make all the difference between a good night out, a police cell, or worse.

Featuring former England goalkeeper, David James, and comedic actor, Joe Thomas, the campaign illustrates the alternative transport options available to Euro revellers, including DigiGo, a shared public transport service which offers on-demand or pre-bookable travel in parts of Essex, and the Travel Essex App, which provides users real time travel information, to make an informed decision on their journey.

An analysis of collision data shows that young men are sadly most affected by drink driving, with at least 258 men under the age 40 killed or seriously injured in drink driving crashes on Essex roads, over the last ten years. This campaign forms a strand of SERP’s strive to Vision Zero, the shared objective of no death or serious injury on Essex roads, by 2040.

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