Britain runs on caffeine, but too much of a good thing can quickly turn risky. Research from Carmoola revealed that high caffeine consumption is affecting focus and reaction times on the road – a growing issue among younger drivers. The campaign brought together NHS GP Dr Tim Mercer and Road Safety GB’s James Gibson to raise awareness of the signs of caffeine toxicity and its impact behind the wheel.
Challenge
• Over half of drivers use caffeine to stay alert, unaware of its side effects
• One in four admit it’s made them jittery, anxious or distracted while driving
• The campaign needed to highlight health risks without sensationalism
Key Statistics
• 185 broadcast opportunities nationwide
• 58.6 million total reach
• 22% of UK drivers exceed recommended caffeine intake daily
• 58% use caffeine specifically to help them drive
• 67% support clearer guidance on safe caffeine limits
Action
Dr Tim Mercer and James Gibson explained how caffeine toxicity can affect concentration, judgement and reaction times. Interviews on LBC, BBC Scotland and the Bauer Network broke down the science simply, helping listeners recognise their own consumption habits. Audiences were directed to Carmoola’s infographic to compare caffeine levels in everyday drinks and learn how moderation can improve alertness safely.
Results
• 185 broadcast opportunities secured across national and regional outlets
• 58.6 million total reach
• Consistent discussion of caffeine toxicity across major stations
• Campaign sparked widespread conversation on safe, balanced caffeine use
Key Takeaways
• Relatable science and expert collaboration can make health education engaging
• Everyday habits offer powerful entry points for public safety messages
• Simple resources encourage small, actionable behaviour changes
