The government body has appointed digital agency Profero to revamp the Think! website and develop an online ad campaign.
The ads will encourage consumers to visit the site, which will be expanded into a road-safety portal featuring the latest legislation, statistics and an archive of its recent public-awareness campaigns.
The DfT will use web 2.0 technology to create interactive features aimed at making users aware of the potential dangers they face when driving.
Profero will also redesign the back-end functionality of the website to make it easier to navigate. The revamped site will launch at the end of March.
Last year marked the 30th anniversary of the DfT's annual Christmas drink-drive campaign, with Leo Burnett's 'Crash' ad entering its second year on TV. The work was given added interactivity with the introduction of Bluetooth-enabled posters in venues such as nightclubs, targeting those consumers most likely to drink and drive.
Just ahead of Christmas, the DfT added a second campaign, through JWT, to press home the message. The 'Idiots' activity ran across the MTV and VH1 networks and was seeded on YouTube.
On average, 3000 people are killed or seriously injured each year in drink-drive collisions, according to the DfT, while nearly one in six of all deaths on the road involve drivers who are over the legal alcohol limit.
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