A NEW summer road safety campaign is launching across Essex ahead of the first England game of the 2026 World Cup, urging football fans to back their team by preventing their mates from making dangerous decisions behind the wheel.

Led by the Safer Essex Roads Partnership (SERP), “Back Your Team” comes as drink driving continues to pose a serious threat on Essex roads, with 2,127 injured or killed in Essex relating to drink driving in the last ten years and 3,386 people arrested countywide for drink driving offences in 2025 alone.

Timed to coincide with the World Cup tournament, it is designed to appeal to young men, who remain significantly overrepresented in drink and drug driving collisions and serious injuries in Essex.

The campaign film, featuring Simon Thomas from Soccer Saturday, uses football culture and friendship dynamics to encourage positive intervention when drink driving is on the table and follows young men watching football together during the tournament and the consequences of the decisions they make, post-match.

The campaign also highlights Essex Police’s confidential “Report It” online function. With the same response time as a 999 call, it allows the public to discreetly flag concerns about anyone they believe may be considering driving under the influence, if they feel unable to intervene directly.

Simon Thomas said: “The World Cup is an incredibly exciting time, and it’s easy to get carried away with the emotion of it. Drink driving can be that one decision that you wouldn’t normally make, but it could change the course of your life, or someone else’s. Really let that sink in.”

“Most people would never knowingly let their mate put themselves or others at risk, but sometimes people stay quiet or think someone else will step in. This campaign challenges that. If we can encourage even one person to make a different choice or stop a friend getting behind the wheel after drinking, it is worthwhile.”

The SERP has also teamed up with four Essex based content creators: Simeone De Cesare, Alexander Cassar, Ronnie Gall and Reid Card.

Collectively reaching hundreds of thousands of young people across social media, the influencers are supporting the campaign by encouraging their followers to look out for their friends, challenge risky behaviour and make safe choices during the World Cup.

Simeone De Cesare, content creator and Essex influencer, who has offered his support with the campaign, said: “My dad was involved in a serious hit and run collision by a suspected drink driver that nearly took his life. My dad suffered multiple broken bones; serious facial injuries and not to mention, the trauma affected our whole family for years afterwards. Seeing the impact it had on him and those around him completely changed the way I think about road safety.”

He added: “I am supporting this campaign, as too often, people stay quiet when they know a friend is making a dangerous decision. Real mates look out for each other. If someone has been drinking, help them find another way home. It might feel awkward in the moment, but it could save a life.”

This summer, Essex Police will be increasing patrols and enforcement activity across the county during the tournament period, with officers targeting drink and drug driving hotspots and carrying out high visibility roadside operations, including rural areas.

Residents are being encouraged to plan ahead before watching matches and use alternative transport options including taxis, designated drivers, public transport or staying overnight where possible.

Roger Hirst, Police, Fire and Crime Commissioner for Essex and Chair for the Safer Essex Roads Partnership, said: “We will all want to support our national team in the world cup, and many of us will want to do this this together.

“Whatever happens during this summer’s tournament, we all need to be responsible while we enjoy watching the drama unfold on the pitch. Driving whilst under the influence of drink or drugs can lead to devastating consequences. The message is clear, you can expect to be stopped and arrested by the police if you drive under the influence. Not everyone’s eyes and ears will be focused on the football – with the support of friends and family doing the right thing, we can keep Essex safe.”

He added: “Too many people have been killed or seriously injured on the county’s roads in the last year, and it is true to say that both drink and drugs have been significant factors. Speak up if someone should not be driving. Do not wait for someone else to intervene. Prevent a friend from causing a tragedy on the road.”

Anyone concerned about suspected drink driving can report it confidentially through Essex Police’s online Report It service or call 999 in an emergency.

Find out more about the campaign: Back your team – saferessexroads.org