The Estonian Transport Administration has launched a summer-long road safety campaign called “Estonia’s toughest man” to raise awareness about the dangers of drunk driving. Every year, over a hundred accidents happen in Estonia because someone got behind the wheel while intoxicated. Even small amounts of alcohol impair a driver’s decision-making, reaction time, and coordination.q With just 0.5 mg/g of alcohol in the blood, the risk of getting into a fatal crash is five times higher than for a sober driver. The campaign reminds the public how long alcohol stays in the body and how many factors – like weight, food, and drinking speed – affect how quickly it’s processed.

But this campaign goes beyond statistics. It tackles the unwritten social norms that still dominate many gatherings – the idea that a “real man” keeps up with others, never refuses a toast, and doesn’t say no. The Transport Administration challenges this thinking and offers a new version of what it means to be tough. The “toughest men” in Estonia – Jüri, Keit, and Taimar – are the ones who don’t drink and drive, who look out for their friends, and who speak up when someone goes too far. True strength is in taking responsibility, not in drinking more than others.

The campaign runs across TV, radio, outdoor media, online platforms, and in-store displays. It calls on all of us to rethink what kind of example we want to set. Being the “toughest” doesn’t mean pushing your limits with alcohol. It means having the backbone to say no, to protect your friends, and to help make sure everyone gets home safely.

Find more from The Estonian Transport Administration (Estonia, July 2025)