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Drivers are being warned that a festive tipple could see them end up behind bars this Christmas as a new hard-hitting £1.6 million THINK! campaign is launched today by Road Safety Minister Jim Fitzpatrick.
The Government and Police have once again joined forces to urge anyone hitting the party scene to leave their car keys at home and not risk the devastation that drink driving causes. This year the Department for Transport's THINK! campaign is supported by Coca-Cola, meaning designated drivers will receive free soft drinks at thousands of pubs across Britain.
The THINK! campaign - with brand new radio, Internet and in-pub advertising - was launched today to remind drivers, and young men in particular: If you get caught drink driving you'll be processed like any other criminal.
Alongside this, the Association of Chief Police Officers (ACPO) will co-ordinate a nationwide police operation to tackle the menace of drink and drug driving over the festive period - with many forces using new digital breath testing equipment funded by the Department for Transport.
Road Safety Minister Jim Fitzpatrick said:
"Drink driving ruins lives. Last year 460 people died and families across Britain were devastated by the menace of drink driving.
"My message to drivers in the Thames Valley area is clear. If you get behind the wheel after a festive tipple you risk wrecking your own and other people's lives - don't do it.
"Drink drivers are treated like any other criminal - they face giving blood and DNA samples and being locked in a police cell. They'll also get a minimum 12 months driving ban, criminal record and large fine. Don't ruin Christmas in a moment of selfishness."
Superintendent Mick Doyle of Thames Valley Police commented:
"Drinking and driving wrecks lives, most obviously the hundreds of victims and their loved ones who are killed each year but it also changes the lives of those selfish or stupid enough drive when they are not fit to do so. Too many young men think they can get away with drinking and driving and they risk being caught or killing themselves or others.My message is clear - don't do it."
More than half a million drivers are stopped and breathalysed each year and with more breath tests carried out in December than other months. This Christmas many police forces will be using digital breath testing equipment, funded by a £2million investment by the Department for Transport, which allows officers to record information about drink driving electronically. As well as providing a much clearer picture about those who drink and drive, the devices will enable police to carry out more enforcement.
As well as new radio and Internet adverts, the THINK! Christmas drink drive campaign will include the Moment of Doubt TV advert, cinema and in-pub advertising and partnership marketing.
This includes working with Coca-Cola Great Britain to help tackle drink driving through its 'Buy one Coca-Cola and get two more free' deal for designated drivers - which will be running in 2,500 pubs across Britain over the festive season. |
